Ad Alert

Secret Clinical 72 HR Clear Gel

Excess product packaging collides with commitments to sustainability.

Ad Alert

Secret Clinical 72 HR Clear Gel

A reader worked up a sweat trying to understand how the 5-inch tall box of Secret antiperspirant gel she bought for more than $9 contained only about 2 inches of product.

Sure, the net weight of 1.6 ounces is disclosed in fine print at the very bottom of the box. But would a reasonable consumer see the disclosure, and if so, have a clear understanding of how much 1.6 ounces of gel antiperspirant actually provides when looking at the box?

It’s also interesting to note that Secret – presumably aware that environmentally-friendly products are important to U.S. consumers – claims to be “practicing sustainability,” stating on its website:

Sustainability is more than just a buzzword to us. In conjunction with our parent company, Procter & Gamble, Secret has led sustainability efforts with short term and long-term goals year after year. P&G is committed to positively impacting our homes, our communities, and our planet — especially in the areas of Climate, Forestry, Water and Packaging. It’s our Planet. Our Home. And our window is now.

Procter & Gamble doubles down on this promise, stating on its website that “environmental sustainability is embedded in how we do business.”

In light of this touted commitment, we ask: Why is P&G’s Secret using such a big box and container for such a small amount of product? Or better yet, why is it using a cardboard box for an antiperspirant container at all?

We have our guesses. reached out to P&G for comment. Check back for updates.

Find more of our coverage under-filled or slack-filled packaging here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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