Deodorant: Secret

"Strong enough for a man, made for a woman." That catchy slogan, introduced by Procter & Gamble (PG) in 1973, is part of what made Secret into a durable brand and this decade's top-selling deodorant. Last year the brand controlled 17.9 percent of America's $2.5 billion market, according to the market research firm Euromonitor International. Overall, America's population of 300 million consumed 582 million units of deodorant last year. —Caroline Winter

RUNNERS-UP
2. Axe
3. Old Spice
4. Degree
5. Dove