Dry Idea antiperspirant is part of the Dial Corporation's family of products.
Formerly a Gillette Company brand, Dry Idea was sold to the Dial Corporation (a US division of the German consumer goods group Henkel [along with Soft & Dri and Right Guard]) in 2006 for $420 million as a condition set forth by anti-trust authorities for Procter & Gamble's $57 billion Gillette acquisition.
Dry Idea antiperspirant deodorants, traditionally unisex, have been around for over three decades.
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 Elayne Boosler 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.
DRY IDEA PRODUCTS