I know minerals are all the rage in makeup, skin care and personal care products; anything with the word “mineral” in its name sells like hot cakes, regardless whether the mineral has any purpose in the product or if there’s actually mineral in it at all…

But this is going too far…

I was flipping through the latest issue of Allure Magazine (May 2010) when I saw this 3-page ad by Secret, the antiperspirant and deodorant brand.  Secret is introducing a new line of antiperspirant/deodorant call Sheer Mineral.

That sounds awfully like one of those mineral makeup brands — actually not just one, but at least TWO brands out there that are called Sheer Mineral(s) or somewhere along that line.

Even Secret’s admitting to the fact they’re captializing the mineral-in-cosmetics trend.  Their intro lines in the ad: What’s “it” for spring? and Lift to experience spring’s newest “it” item.

My interest was peaked… What’s a antiperspirant/deodorant gonna do with mineral(s)?

I looked and looked, but all I could find was on the 2nd & 3rd pages of the ad, where it said “…gives you the 24-hour protection you trust with a light mineral application you’ll love.”  That tells me NOTHING why the mineral(s) is there and why I would/should want minerals in my armpits?

I mean, Secret already has several lines of antiperspirant/deodorant that claim to provide 24-hour odor and wetness protection, including a “clinical strength” line that cost a whopping $8.00 a pop even at Walmart.

And I still don’t know what the purpose of the mineral(s) is in a antiperspirant/deodorant.  Secret’s official website mentions nothing that I don’t know from the ad already.  The only other thing I’ve found after a quick Google search is a blog post on Cosmopolitant’s site (read post here).  According to the post, the new antiperspirant/deodorant feels lighter than other (Secret) formulars.  That’s about it…

I know, I know… Companies need to constantly coming up with new products, new packaging — new something — to combat the ADD in all consumers.  But still, If this is not a gimmick, I don’t know what is…