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Ciara Relies on Unilever's Degree Women for Grammy Performance
Posted: January 14, 2014
Unilever announced Ciara is teaming up with its Degree Women deodorant and antiperspirant brand, which is also an official sponsor of the 56th Grammy Awards, to chronicle her journey toward improving, fine-tuning and perfecting her after-party performance for the music industry event.
Ciara relies on the long-lasting protection of Degree’s MotionSense technology to keep her fresh and dry during performances, red carpets, press interviews and more. As a non-stop type of performer, Ciara needs a deodorant that works as hard as she does, and she is known to always keep a stick of Degree MotionSense on hand from her clutch to her gym bag.
"We are so excited to be partnering with Ciara again as we enter into the next stage of our Do:More campaign leading up to the Grammy. This year, we're putting a spotlight on the Do:More journey—the process each person goes through to improve while pursuing their dreams," said Matthew McCarthy, senior marketing director, Unilever North America. "As one of the most physical and talented performers in the business, Ciara truly puts our MotionSense technology to the test and embodies the Do:More spirit that we want to ignite in everyone."
"As an artist it is so rewarding to perform for my fans—especially at the official Grammy after party. I teamed up with Degree to show everyone how I continually push myself to improve and inspire them to do the same," said Ciara. "I'm a perfectionist at heart, I strive to keep improving and I couldn't do it without Degree MotionSense—it keeps me protected, no matter how much I move, so I can ‘Do:More’ and turn it up on stage."
Through this partnership, Degree is introducing fans to the next chapter of its Do:More campaign, highlighting the journey behind a person's pursuit of their goals. Every “doer” realizes the potential for improvement and putting in extra physical effort comes with the territory. As an antiperspirant deodorant activated by movement, Degree MotionSense provides bursts of long-lasting freshness and protection as doers continue to challenge themselves and strive for the next level.
Fans can visit www.degreedeodorant.com/grammys for an exclusive behind-the-scenes look at Ciara's Do: More performance prep work for the Grammy after-party, compliments of Degree Women. Fans can watch along as Ciara improves and hones her routine to ensure her act is flawless for the big night.