"Never Let Them See You Sweat" was a slogan for which personal product?

In 1984, the Gillette Company, an American company, launched a series of TV commercials for its Dry Idea antiperspirants. The company introduced what eventually became a very popular and famous ad slogan used inside and outside of the USA. “Never let them see you sweat” was the slogan. According to the Gillette’s trademark registration for the slogan, it was “first used in commerce” on TV on June 7, 1984.

TV commercials and companion magazine print ads featured top celebrities (Dan Reeves: a NFL Coach, Donna Karan: a fashion designer, Elayne Boosler: a Comedian, and Kellye Cash: Miss America 1987) who each mentioned three “nevers” for their profession — the last of which always included “never let them see you sweat”. The Dry Idea commercials were truly memorable not only for their tagline, but also because they were witty and well-performed by the celebrities who were featured.