Rascasse Audience Intelligence

Secret (deodorant brand) Target Market in United States

A data profile of the people who buy, follow and care about Secret (deodorant brand) in United States — modelled from more than twelve digital signal sources. Secret (deodorant brand) has an estimated audience of 955,973 people in United States.

#2503among Brand in United States#314in Beauty & Wellness

The average Secret (deodorant brand) fan in United States is 38.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Gwendoline Christie, Google Maps, Giant Food, with strongest over-indexing on Gwendoline Christie (96.62× the country average).

Demographically, the Secret (deodorant brand) audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Price Sensitivity, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Secret (deodorant brand) fan in United States is more female, around 38.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Gwendoline Christie.

Category: Beauty & Wellness · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Secret (deodorant brand) profile in United States.

Audience size
956K
in United States
Gender
61.1%♀
38.9% male
Age
38.7
average years
Country rank
#24402
Brand in United States
Fig. 01

Search interest · 12-month trend

+23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Secret (deodorant brand)

61.1% are female, 38.9% are male, average age 38.7.

Fig. 02

Gender split

61.1%
Female
38.9%
Male
Demographic split for Secret (deodorant brand) audience in United States
MetricValue
Female61.1%
Male38.9%
Average age38.7
Estimated audience size955,973
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Secret (deodorant brand) audience in United States
Age bracketShare%
16-1921%
20-2919%
30-3920%
40-4922%
50+18%
Fig. 04

Worldwide distribution

32.9%

of the worldwide Secret (deodorant brand) audience comes from United States.

Worldwide audience distribution share by country for Secret (deodorant brand)
CountryShare
United States32.9%
India18.7%
Japan7.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Secret (deodorant brand) audience in United States is strongest.

Fig. 05

Top regions by affinity

Secret (deodorant brand) customers by region in United States
#RegionReachAffinity×
01Delaware~5K2.04×
02Maryland~30K1.92×
03Oklahoma~20K1.67×
04Alabama~20K1.29×
05Connecticut~10K1.22×
06Florida~80K1.21×
07Washington, District of Columbia~3K1.14×
08Louisiana~10K1.13×
09Mississippi~9K1.13×
10Arizona~20K1.10×
11North Carolina~30K1.09×
12Georgia~30K1.08×
13Illinois~30K1.06×
14Arkansas~8K1.05×
15South Carolina~10K1.04×
16Pennsylvania~30K1.03×
17Michigan~30K1.03×
18Alaska~2K1.00×
19Idaho~5K0.99×
20Missouri~10K0.98×
21Texas~80K0.96×
22Wisconsin~10K0.96×
23Iowa~7K0.96×
24California~100K0.95×
25Ohio~30K0.95×
26Virginia~20K0.95×
27Nevada~9K0.95×
28Kansas~7K0.95×
29West Virginia~4K0.95×
30Tennessee~20K0.94×
31New York~50K0.93×
32Kentucky~10K0.93×
33Hawaii~4K0.93×
34New Jersey~20K0.90×
35Indiana~20K0.90×
36Nebraska~4K0.90×
37Washington~20K0.89×
38Oregon~10K0.89×
39Minnesota~10K0.87×
40New Mexico~4K0.87×
41North Dakota~2K0.85×
42Colorado~10K0.80×
43Utah~7K0.79×
44Rhode Island~2K0.79×
45Maine~3K0.78×
46South Dakota~2K0.77×
47Montana~2K0.76×
48Massachusetts~10K0.75×
49New Hampshire~3K0.75×
50Vermont~1K0.68×
Fig. 06

Affinity by region

Affinity by region — Secret (deodorant brand), United States
0.68×1.00×2.04×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Secret (deodorant brand) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Secret (deodorant brand) audience
#·InterestCategoryAffinity×
01Gwendoline ChristieMovies & TV96.62×
02Giant FoodFood & Beverages35.33×
03Giant Food StoresShopping32.53×
04Alison BrieMovies & TV20.00×
05Daniel Day-LewisMovies & TV20.00×
06Ron PerlmanMovies & TV20.00×
07Chiwetel EjioforMovies & TV20.00×
08Katee SackhoffMovies & TV20.00×
09Axe (brand)Beauty & Wellness19.16×
10Hugh LaurieMovies & TV18.35×
11Allison JanneyMovies & TV16.45×
12Google MapsInternet & Social Media14.82×
13Ming-Na WenMovies & TV14.59×
14Alan TudykMovies & TV10.06×
15Cruelty-freeBeauty & Wellness4.34×
16Boho-chicFashion & Accessoires4.14×
17ULTA BeautyBeauty & Wellness3.67×
18Trader Joe'sShopping2.39×
19Target CorporationShopping2.38×
20SephoraShopping2.29×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Secret (deodorant brand) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Secret (deodorant brand) audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.09×
MindfulnessBALANCE1.58×
PatriotismCONSERVATISM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Secret (deodorant brand) audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.74×
IndividualismJOY0.81×
Early Adopter MentalityPOWER0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Secret (deodorant brand)'s target market in United States?

Secret (deodorant brand)'s target market in United States covers an estimated 955,973 people, concentrated in California and Texas.

02

What is the gender split and age of Secret (deodorant brand) customers?

61.1% of the Secret (deodorant brand) audience are female, 38.9% are male, with an average age of 38.7 years.

03

Which brands do Secret (deodorant brand) fans like most?

Secret (deodorant brand) fans show strongest brand affinity for Gwendoline Christie (96.62×), Google Maps (14.82×), and Giant Food (35.33×) over the country average.

04

Where do Secret (deodorant brand) fans live in United States?

Secret (deodorant brand) fans in United States are most concentrated in California (reach ~100K), Texas (reach ~80K), and Florida (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Secret (deodorant brand) fans also like?

Beyond Secret (deodorant brand) itself, the audience over-indexes on Google Maps (14.82×), Giant Food (35.33×), Alison Brie (20×), and Daniel Day-Lewis (20×) compared to the United States average.

Appendix

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Related profiles, rankings and the same audience in other markets.

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How to read this data

Audience size is the estimated number of people in United States who actively search for Secret (deodorant brand). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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