Brief: Modernize Secret’s no. 1 selling antiperspirant, without losing current consumers, but bringing in new buyers.

Consumer Insight: Odor/sweat breakouts are NOT acceptable in her busy, active lifestyle. She needs a product that can keep up with her on-the-go.

Secret outlast

Package Design

Retail Display

Branding

Concept: Secret power

Secret exists to champion women’s inner strength to rise above adversity. Your moves can start a movement. Your vulnerability is your strength.

club wholesale design

Designing for wholesale environments like Costco or Sam's Club requires a whole different consumer approach. With Secret Outlast Advanced, Secret was able to increase sales and brand awareness as the #1 odor-fighting deodorant, by following these design principles.

  • All the pieces and surfaces should fit together like a puzzle and tell a cohesive story. Design intentionally to maximize space.

  • Research shows that shoppers make purchase decisions in 7 seconds. Make sure your product and brand story are intuitive.

  • Your designs must work at all different views: 20ft - catch the eye, 10ft - help consumers understand why they need it, 3ft - close the sale.