Secret Deodorant rallies in support of women-owned businesses

This holiday season, Secret Deodorant is doing its part to help women-owned businesses.

To kickstart this initiative, the Cincinnati-based company announced a month-long celebration that asks consumers to support Women-Owned Wednesdays in December by purchasing from locations that are owned and operated by women.

In order to help shoppers find these businesses, via its Instagram page, Secret is launching a directory that spotlights the locations’ names, owners and social media handles across 10 major cities in the U.S.

“Women-owned businesses account for 40% of all businesses in the U.S. — and that number only continues to climb,” Sara Saunders, the associate brand director of Secret at P&G said. “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.”

In addition, the brand also is launching a shoppable holiday campaign video that allows viewers to shop featured Cincinnati women-owned businesses, the company said.

“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.