Dry Idea is an American brand of

antiperspirant A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration or vaginal secretions, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, preven ...

manufactured and sold by Thriving Brands LLC. Introduced in 1978 by

Gillette Company Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gill ...

, Dry Idea was acquired by

The Dial Corporation Henkel Corporation, doing business as Henkel North American Consumer Goods, and formerly The Dial Corporation, is an American company based in Stamford, Connecticut. It is a manufacturer of personal care and household cleaning products, and is a ...

along with the Soft & Dri and

Right Guard Right Guard is an American brand of deodorant and shower gel that is manufactured and sold by Thriving Brands LLC. It is the second largest brand in the male deodorant category in the United States. Right Guard was introduced in 1960 by The Gi ...

brands in 2006 for $420 million as a condition set forth by antitrust authorities for

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer he ...

'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 Daniel Edward Reeves (January 19, 1944 – January 1, 2022) was an American football running back and coach in the National Football League (NFL). During his 38 years in the NFL, Reeves participated in nine Super Bowls, the third most for an ...

, fashion designer

Donna Karan Donna Karan (, born Donna Ivy Faske), also known as "DK", is an American fashion designer and the creator of the Donna Karan New York and DKNY clothing labels. Early life Karan was born Donna Ivy Faske to mother Helen "Queenie" Faske (née Rabin ...

, Comedian

Elayne Boosler {{Orphan, date=July 2021 Elayne is a female given name of French origin, which means "light". The name can be a variant of Elaine or Elena. Elayne may refer to: People * Elayne Angel *Elayne Arrington * Elayne Boosler (born 1952), American comed ...

and Miss America 1987 Kellye Cash. An additional commercial included non-celebrity, Miami resident Bob Ozer, who spoke of Dry Idea helping him avoid being "sopping wet" despite his car being recently stolen and work being tough.

References

External links

Official website
{{Henkel Personal care brands Products introduced in 1978