Secret (deodorant brand) Audience in United States

Secret (deodorant brand) logo

Secret (deodorant brand) has an estimated audience of 936,477 people in United States. 61.1% are female, 38.9% are male, average age 38.7. Top regions: California, Texas, Florida. Top brand affinities: Jaws, Combat sport, Mothercare, Kasik, Cachorro.

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 Jaws, Combat sport, Mothercare, with strongest over-indexing on Jaws (20× 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 Sustainability, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Beauty & Wellness · Type: Brand · Subtype: Deodorant

Demographics of Secret (deodorant brand) fans

Demographic split for Secret (deodorant brand) audience in United States
MetricValue
Female61.1%
Male38.9%
Average age38.7
Estimated audience size936,477

Audience persona

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

Top regions in United States

Top regions ranked by reach for Secret (deodorant brand) in United States
RegionReachAffinity
California102,4951×
Texas82,2741.02×
Florida78,4171.24×
New York51,4310.98×
Illinois34,6451.11×
Pennsylvania33,3111.06×
Georgia32,2121.12×
North Carolina31,9321.13×
Maryland31,1101.93×
Ohio28,1300.98×
Michigan25,7281.05×
Virginia22,2990.98×
New Jersey22,1440.93×
Arizona21,3051.11×
Tennessee17,8700.95×
Oklahoma17,6381.7×
Washington17,2490.92×
Alabama16,8551.29×
Indiana15,8790.93×
Missouri15,0971×
South Carolina14,8361.05×
Massachusetts14,1590.77×
Wisconsin13,6670.97×
Louisiana13,6181.13×
Colorado12,1780.83×
Minnesota11,8550.88×
Connecticut11,5641.23×
Kentucky10,9950.94×
Oregon9,5750.89×
Nevada8,6420.95×
Mississippi8,3811.09×
Arkansas8,0011.04×
Iowa7,2960.95×
Kansas7,0530.96×
Utah6,6660.79×
Delaware5,1471.99×
Idaho4,5570.97×
Nebraska4,1550.88×
New Mexico3,9460.84×
West Virginia3,9110.9×
Hawaii3,6650.91×
Washington, District of Columbia3,1131.11×
New Hampshire2,6470.72×
Maine2,5190.75×
Rhode Island2,2310.75×
Montana1,8690.72×
Alaska1,8400.92×
South Dakota1,5350.71×
North Dakota1,4890.77×
Vermont9930.6×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Secret (deodorant brand) audience
BrandAffinityCategory
Jaws20×Movies & TV
Combat sport3.13×Sports
Mothercare4.94×Kids & Family
Kasik15.42×Travel & Leisure
Cachorro5.6×Pets & Animals
Kaytranada11.94×Music & Radio
Bank account2.33×Business & Career
edureka32.76×Business & Career
Kansas2.22×Travel & Leisure
Elsword13.53×Games
JC Whitney12.02×Shopping
Racing1.81×Cars & Mobility
Kāhala, Hawaii12.63×Travel & Leisure
Tierra Cali4.46×Travel & Leisure
Historic site2.48×Arts & Culture
Jesse Plemons1.9×Movies & TV
Nebraska Cornhuskers football1.92×Sports
JDSU1.6×Business & Career
South Asian cuisine4.62×Food & Beverages
Cam Ward1.93×Sports

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Secret (deodorant brand) audience
TraitClusterScore
SustainabilityBALANCE1.73
Price SensitivityPREMIUM1.54
Luxury OrientationPREMIUM1.45
MindfulnessBALANCE1.43
Healthy LifestyleBALANCE1.4
Design AffinityPREMIUM1.38

Worldwide distribution

Worldwide audience distribution share by country for Secret (deodorant brand)
CountryShare
United States33.0%
India18.8%
Japan7.7%

See Secret (deodorant brand) audiences in other countries

More Deodorant audiences in United States

Frequently asked questions

How many fans does Secret (deodorant brand) have in United States?

Secret (deodorant brand) has an estimated audience of 936,477 people in United States, concentrated in California and Texas.

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

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

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

Secret (deodorant brand) fans show strongest brand affinity for Jaws (20×), Combat sport (3.13×), and Mothercare (4.94×) over the country average.

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

Secret (deodorant brand) fans in United States are most concentrated in California (reach 102,495), Texas (reach 82,274), and Florida (reach 78,417). These three regions account for the largest share of the active audience.

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

Beyond Secret (deodorant brand) itself, the audience over-indexes on Combat sport (3.13×), Mothercare (4.94×), Kasik (15.42×), and Cachorro (5.6×) compared to the United States average.

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.