Secret Deodorant Pledges Women-Made Music for All Future Ads
Secret deodorant recently announced a pledge to feature music exclusively written, produced and performed by women for all of its future ad campaigns starting in 2020.
They also announced a partnership with non-profit Women In Music to offer 250 female musicians access to female mentors, annual memberships to Women in Music, mentorships with artists and executives for 50 aspiring musicians, Music Week badges to the South by Southwest festival for two women and the opportunity to have their music featured in a future Secret deodorant ad.
Aspiring musicians and songwriters interested are called to share Secret's "All Strength, No Sweat" brand anthem on their Instagram channels.
President of Women in Music Nicole Barsalona said the organization was “thrilled to have a brand like Secret working with us to make the music industry a more equitable, diverse and inclusive community.” Women in the music industry make up just 17% of artists, 12% of all songwriters and 2% of producers.
Secret Associate Brand Director Sara Saunders said the company wanted to address the underrepresentation of women in the industry. “We’ve heard from women that there’s one thing that can make all the difference in their careers, and that’s access to other women in the industry,” said Saunders. She added Secret was proud to team up with Women in Music to enable that need.
Secret has stepped up its commitment to elevating women this year, with its investment of more half a million dollars to women’s soccer players in an effort to close the gender pay gap.
The Realist Woman’s take:
I wasn’t aware of how underrepresented women were in the music industry. I guess that’s because there are so many female artists and musicians these days, I really didn’t realize that it’s men who dominate as artists, songwriters, and producers. But to learn about this pledge by such a huge brand to investing in women is encouraging to say the least.
Secret is putting its money where its mouth is. Women are responsible for Secret being the huge corporation that it is and it’s wonderful to see them giving back.