Secret Deodorant has embarked on a month-long celebration of women-owned businesses, calling on shoppers to support “Women-Owned Wednesdays” in December by buying from businesses owned and operated by women.

To help holiday shoppers more easily locate women-owned businesses in their towns, Secret is debuting via its Instagram page a directory of 100 businesses in 10 major cities across the US. With a spotlight on businesses’ names, owners and social handles, this directory is designed to encourage local community support through increased traffic and sales throughout the holiday season, according to the P&G-owned brand. Secret will also launch a shoppable holiday campaign video, through which viewers can click to shop featured Cincinnati women-owned businesses.




“Women-owned businesses account for 40% of all businesses in the U.S. – and that number only continues to climb,” said Sara Saunders, associate brand director, Secret, P&G. “As a brand for women, we’re committed to helping this growing group get the visibility – and hopefully the revenue – they deserve. More than $730 billion will be spent this holiday season, and with this effort, we’re excited to do our part to help women-owned businesses get their fair share.”

This latest move from Secret continues the brand’s longstanding advocacy for women’s equality. Most recently, Secret donated more than a half-million dollars to women’s soccer players in an effort to help close the gender pay gap. Secret’s parent company, Procter & Gamble, is also a prominent supporter of female business owners, spending more than $1 billion in the US each year with women-owned businesses.

“We’re committed to supporting women in business, from protecting them against sweat as they face the daily hustle of business ownership to granting them the visibility that is critical to business success,” added Saunders.