Once TSA tells you the container size you need... I always put all liquid containers in a zip lock bag in case the container leaks. Stuff a pair of socks in the bag, as well, to keep things from rattling around.
I had a bottle leak once and it got all over the shirt I needed to wear the next day, so now I avoid bringing liquids. I just bring a travel size after-shave balm. The Axe chilled gel works well for me and it's small enough (3.3 oz) that TSA won't hastle you for having it in your carry on. There are other options too of course.
Always in a freezer grade Ziplock bag. Of course, the Ziplock is my "dopp kit". If it's going to be checked, I don't care about container sizes. Otherwise i will take sample sized products. Said Ziplock always is packed with a barber towel. Of course, as long as I have my towel traveling, everything will be okay.