Secret products are sold in a variety of channels, including supermarkets, drug stores and mass merchandisers.

During the 1950s and 1960s, TV commercials featured a woman named Katy Winters (played by actress Anne Starr Roberts), a pert brunette whose friends all perspired a lot, whereupon she would recommend Secret as the solution to their problem.

The ads were so ubiquitous (and repetitious) that eventually such comedians as Johnny Carson and George Carlin routinely mocked them.

The slogan “Strong Enough for a Man, Made for a Woman” was developed in 1972 and grew to become one of Secret's most famous advertising tag lines.

[1] The woman who coined the slogan, Carol H Williams, would in time be inducted into the American Advertising Federation Hall of Fame.

[citation needed] In 2010, Secret was one of several brands featured in Procter & Gamble's sponsorship of the 2010 Winter Olympics.

[citation needed] 2010 marked Secret's first time working directly with its Facebook fans to name a future product in the Scent Expressions line.

[6] In the 2020s, Secret continued partnerships with sporting organizations, and is the "Official Deodorant of Team USA" for the 2024 Summer Olympics.

Within a short amount of time, Procter & Gamble saw over 400,000[9] users become fans of the Secret deodorant page.