I think the "masculine" scent of the decade will have been somewhat popular. I am interested in the history of men's frags, but don't consider myself an "authority." Want to see other people's input here too. Much of this is just my perception of it growing up in the 60s and 70s.
Old Spice probably reigned supreme from 1930s into the 60s. There were some other higher end men's scents available. I just don't think the average guy would go near them. I know Chanel Pour Monsieur was available, but I think it was probably pretty "elite" to wear it in 50s. While Chanel frags are standard department store fare these days, I'll bet they were tougher to find in the 50s. Probably treated more like Creed is now. Limited retail availability for men. Any BNers old enough to remember if the department stores even had a male fragrance section in the 50s?
The beginnings of men's designer scents into department stores imo. I recall Aramis being the first men's scent backed up with soap, etc.
What man in the 70s didn't wear Polo? It was late in the 70s, but I recall it being everywhere.
Green Irish Tweed & Cool Water/Obsession for Men/Bois du Portugal
Tons of selection by the 80s. I think Polo and Grey Flannel (and some others) really launched men's frags. Ralph Lauren and Calvin Klein have men seriously hooked by now.
L'Eau de Issey/Aqua di Gio/Millesime Imperial
An interesting turn from the 80s frags. Like it or not, I remember women drooling over Issey big time.
I know Dior Homme is probably going to many others pick. I'm not sure. It's not feminine, but I don't know I'd confer "masculine" pick of the decade on it...There are a ton of frags launched since 2000. Want to see where others weigh in with this.