Most Trusted Laundry Detergent: Tide
Tide has been the top-selling laundry detergent for more than 60 years, but no one can remember how or why the product got its name. Researcher David Byerly worked for more than 10 years to create the first heavy-duty synthetic laundry detergent, called Project X during development. Tide was revolutionary when it launched in 1946, transforming laundry from a laborious chore into a much easier task. Today, the detergent has quite a loyal fan base. In a 2009 survey, Tide was among the top three brands that people (at all income levels) would be least likely to give up, regardless of the recession.
Most Trusted Toothpaste: Crest
Dental disease was one of America’s biggest health problems in the early 1940s. Procter & Gamble began researching ingredients that could be added to toothpaste to help prevent tooth decay. They partnered with a research team at Indiana University to develop a toothpaste with fluoride. After successful clinical studies—in one, children experienced nearly a 50 percent reduction in cavities—Crest hit the market in 1956. In 1960, the American Dental Association recognized Crest as the first toothpaste to effectively prevent cavities.
Most Trusted Bathroom Tissue: Charmin
After an employee of the Hoberg Paper Company of Green Bay Wisconsin described the company’s toilet paper packaging designs as “charming,” the brand, which launched in 1928, landed its iconic name. In a now-classic advertising campaign, the fictitious grocer Mr. George Whipple told his customers, “Please don’t squeeze the Charmin!” in more than 500 commercials that aired between the 1960s and 1980s.
Most Trusted Paper Towels: Bounty
Bounty paper towels were originally branded as Charmin paper towels. In 1957, Procter & Gamble acquired the line. After years of research, the company replaced the current product with a thicker two-ply version that was more absorbent, the first of its kind when it launched in 1965. Early commercials featured the iconic Rosie, who introduced the brand’s famous “Quicker Picker-Upper” slogan.
Most Trusted Air Freshener: Glade
Glade debuted in 1956 as a way to banish cooking and tobacco odors. The original product came in two fragrances—Blossom and Evergreen. Now there are 50 scents. SC Johnson chemists created Glade based on breakthroughs made during the Korean War to eliminate hospital odors. Fun fact: Famed architect Frank Lloyd Wright designed SC Johnson’s headquarters in Racine, Wisconsin.
Most Trusted Cleaning Product: Lysol
German doctor Gustave Raupenstrauch invented the first Lysol disinfectant in 1889 to help end a cholera epidemic. In 1918, Lysol was promoted as a way to fight a deadly flu pandemic. It became available in drug stores and hospitals in 1930. Today, Lysol partners with a number of public-health organizations as part of its Mission for Health campaign, including the CDC, the PTA, and National Association of Pediatric Nurse Practitioners.
Most Trusted Facial Moisturizer/Cream: Olay
South African chemist Graham Gordon Wulff developed a skin treatment during World War II to prevent pilots’ burns from getting dehydrated. With help from his wife Dinah, he later tweaked his product to become a moisturizer for women. At first they sold the product, called Oil of Ulan, door to door in South Africa before expanding internationally. Under Procter & Gamble, the brand name changed to Olay in 2000. Today, Olay runs over 400,000 safety and quality tests on its products each year. More than 1,000 employees around the world work full time on these tests.
Most Trusted Soap/Body Wash: Dove
The Dove brand launched in 1957 with the Beauty Bar. It was different from other bar soaps because it contained one-quarter moisturizing cream. Today, nearly half of all American households use Dove products. In 2004, Dove launched its Campaign for Real Beauty as a way to break stereotypical perceptions of beauty. Now called the Dove Movement for Self-Esteem, the campaign encourages women to recognize their individual beauty.
Most Trusted Women's Deodorant/Antiperspirant: Secret
When it launched in 1956, Secret was the first deodorant made and marketed exclusively for women. The brand’s famous tag line, “Strong enough for a man, but made for a woman” was introduced in 1972. An advocate for female empowerment, Secret launched the Let Her Jump campaign in 2010 to make women’s ski jumping an Olympic sport. The International Olympic Committee included the sport in the 2014 Winter Games.
Most Trusted Men's Deodorant/Antiperspirant: Old Spice
Introduced in 1937, the first Old Spice product, Early American Old Spice, was actually made for women. The first male product debuted a year later. Founder William Lightfoot Schultz wanted the brand to have a colonial theme and chose sailing ships as a trademark. The original ships that appeared on the packaging were the Grand Turk and the Friendship.