Within Market Research and American Business, 1935-1965 the Personal Products category contains documents that span a wide range of markets: male and female consumers, products for the family and the growing teenage market. Razors and shavers, feminine and oral hygiene products, and toilet paper all feature within the collection, as well as famous brands such as Colgate, Kleenex, Wilkinson Sword and Gillette. There are also reports that were carried out for birth control manufacturers, including The place of the condom in the present cultural climate. Many of these reports were published during the sexual revolution of the 1960s, so they provide a truly unique insight into attitudes towards sex and sexuality in the United States.

A large proportion of the reports, however, deal with issues of body odor and cleanliness. Although many offer a more general analysis, such as: New marketing opportunities in men's personal hygiene products - a motivational research study, other reports focus on a particular product or brand. The Colgate Palmolive Peet Company, for example, commissioned a large number of reports to determine contemporaries’ attitudes towards bathing and soap (see: The adolescent soap market: development of soap attitudes in young women and girls with specific reference to Palmolive soap).