Dry Idea
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. The Dial Corporation was acquired by Henkel in 2003. The brand was acquired by Thriving Brands LLC in June 2021. Products Dry Idea antiperspirant deodorants, traditionally unisex, have been around for over three decades. :* Roll-ons (the first product introduced) – 1978 :* Aerosols and solids – 1985 :* Dry Idea for Men – 1988 (discontinued by the early 1990s) In the 1980s, Dry Idea was known for its famous commercials starring various celebrities giving advice including the tag line "Never let them see you sweat". Some of these celebrities included NFL Coach Dan Reeves, fashion designer Donna Karan, Comedian Elayn ...
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