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Dry Idea is an American brand of antiperspirant manufactured and sold by Thriving Brands LLC. Introduced in 1978 by Gillette Company, Dry Idea was acquired by The Dial Corporation along with the Soft & Dri and Right Guard brands in 2006 for $420 million as a condition set forth by antitrust authorities for Procter & Gamble's $57 billion acquisition of Gillette. [1]
It is sold in the United States, Canada, and Mexico. Secret was launched as the first female deodorant in 1956, after more than 10 years of research that began in 1945. Secret is the only female brand antiperspirant/deodorant in Procter & Gamble's portfolio of products, which includes male brands Gillette and Old Spice.
It is the second largest brand in the male deodorant category in the United States. [1] Right Guard was introduced in 1960 by The Gillette Company as the first aerosol deodorant. [ 2 ] The Procter & Gamble Company acquired Gillette in 2005 and sold the Right Guard brand to The Dial Corporation , a subsidiary of Henkel , in 2006. [ 3 ]