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Old Spice

Old Spice is an iconic brand of men's grooming products, offering a wide array of , antiperspirants, body washes, shampoos, and aftershaves that emphasize long-lasting freshness, distinctive scents, and everyday confidence for men. Owned by since 1990, it has evolved from its origins as a fragrance line into the number one selling men's antiperspirant and , with over 80 years of history marked by nautical-themed branding and innovative marketing. The brand was founded in 1937 by the Shulton Company, established by William Lightfoot Schultz, when it launched Early American Old Spice as a women's fragrance collection inspired by colonial-era recipes and featuring a signature red emblem to evoke maritime adventure. In 1938, Shulton expanded the line to men with the introduction of Old Spice and , which quickly became staples in routines due to their spicy, aromatic profiles blending notes like , , and . Old Spice's popularity surged during , as its was included in toiletry kits distributed to soldiers, introducing the brand to a global audience and solidifying its association with rugged . In June 1990, Procter & Gamble acquired Old Spice's fragrances, skincare, antiperspirants, and deodorants from Shulton for an undisclosed sum, integrating it into its portfolio of personal care brands and shifting focus from traditional colognes to modern body care innovations. This acquisition enabled significant product diversification, including the development of aerosol deodorants in the 1970s and later expansions into body washes and hair care. Under P&G, the brand underwent a major revitalization in 2010 with the launch of the "Smell Like a Man, Man" campaign, featuring actor Isaiah Mustafa in a series of humorous, rapid-fire television and social media ads titled "The Man Your Man Could Smell Like," which generated over 1.4 billion impressions and dramatically increased sales by appealing to younger demographics. Today, Old Spice continues to innovate with aluminum-free options, whole-body deodorants, and limited-edition scents like holiday-inspired varieties, while maintaining its core promise of superior odor protection and hydration for active lifestyles. The brand's enduring success stems from its blend of heritage craftsmanship and contemporary relevance, making it a household name in men's personal care worldwide.

History

Founding and Early Development

Old Spice originated in 1937 when William Lightfoot Schultz, founder of the Shulton Company in , launched the brand's first product, Early American Old Spice, as a women's fragrance inspired by his mother's homemade , evoking the scents of colonial-era spices and herbs. The name "Old Spice" drew from the aromatic blend, evoking the exotic scents of the colonial , while the packaging incorporated nautical motifs such as sailing ships to symbolize America's maritime heritage and a sense of timeless . In 1938, Shulton expanded the line to men with Early American Old Spice , followed shortly by , talcum powder, and , positioning the products as essential grooming items for personal care after . These items were initially marketed and sold through drugstores and stores, targeting middle-aged men seeking reliable, heritage-inspired toiletries that conveyed maturity and tradition. The men's formulations maintained a similar spicy oriental profile to the women's version but were adapted for a drier, more robust scent suitable for use. The brand experienced significant growth during , as Shulton shifted production to support military needs, including soap products issued to soldiers for and in the field, which helped mitigate razor burn and hygiene challenges. This exposure among American troops worldwide solidified Old Spice as a familiar staple, with many veterans continuing to purchase the products postwar, fostering lifelong . By 1938, Old Spice accounted for nearly 80% of Shulton's total sales of $982,000, demonstrating rapid early success that laid the foundation for further product expansions in the following decades.

Ownership Changes and Acquisitions

In 1971, the Shulton Company, original manufacturer of Old Spice products, was acquired by , which expanded distribution channels and integrated the brand into its broader consumer products portfolio. This ownership shift marked the beginning of corporate consolidation for Old Spice, transitioning it from an independent entity to part of a larger chemical and consumer goods . The pivotal change occurred in 1990 when (P&G) acquired the Old Spice brand, along with the fragrance line, from for $300 million, incorporating it into P&G's personal care division. This acquisition enabled enhanced production scale and global reach, leveraging P&G's established infrastructure for manufacturing and distribution. Under P&G ownership, Old Spice saw expanded operations, including dedicated facilities such as the Browns Summit plant near , which produces deodorants and other grooming items, alongside international plants supporting worldwide supply. In the , P&G implemented optimizations for Old Spice, focusing on and . These efforts, including the 2015 relocation of U.S. manufacturing to Greensboro, streamlined operations without major divestitures or legal disruptions since the initial acquisition. Such corporate evolutions under P&G facilitated broader product line growth while maintaining core brand stability.

Brand Repositioning Efforts

By the late and into the , Old Spice had become stereotyped as a "dad's brand," associated with older generations and outdated , leading to declining amid fierce from younger-targeted rivals like Axe body sprays and Gillette's grooming lines. Sales for men's body wash, where Old Spice competed, saw the brand losing ground as Axe captured younger demographics with provocative advertising, contributing to Old Spice's relative stagnation while the category grew. In 2010, initiated a major brand repositioning through the launch of the Old Spice Fresh Collection, aimed at revitalizing the brand's image for by shifting to humorous, confident, and youthful messaging that challenged its aging perception without abandoning its core masculine heritage. This strategy emphasized energetic scents and modern packaging to appeal to men aged 18-34, reversing the "old-fashioned" stigma and positioning Old Spice as a fun, aspirational choice. Key milestones in this repositioning included the 2008 repackaging of the original scent as "Classic Scent" to align with contemporary preferences. The Swagger line was introduced in 2008, a sub-brand designed with bold, urban-inspired fragrances to attract city-dwelling young men seeking a confident, street-smart edge. From 2020 onward, Old Spice advanced its efforts with the adoption of eco-friendly , including plastic-free paper tubes made from 90% recycled content for and refillable antiperspirant cases to reduce single-use plastics, aligning the brand with environmentally conscious consumers. In 2022, the brand integrated inclusivity into its messaging through the "Men Have Skin Too" campaign, featuring diverse representations of to broaden appeal beyond traditional stereotypes and emphasize for all men. In 2024, Old Spice expanded its lineup with whole body featuring ozone-friendly natural propellants, building on initiatives. These efforts drove substantial growth, with U.S. sales rising from approximately $280 million in to over $1 billion by 2017, fueled by the repositioning and tied to viral advertising like the "Smell Like a " .

Products

Original Product Line

The flagship product of Old Spice's original men's line was the , introduced in 1938 by the Shulton Company and packaged in distinctive white bottles featuring the "S.S. Old Spice" ship , which evoked the nautical heritage of spice-trading vessels. The formulation consisted primarily of alcohol denat., water, , and a signature fragrance with top notes of , star anise, aldehydes, , and ; middle notes of , carnation, , pimento, , and ; and base notes of tonka bean, , , , , and oakmoss, creating a spicy, woody oriental profile. Complementing the aftershave, the early lineup included in a ceramic mug, , talcum powder, and , all launched in 1938 and unified by the same consistent spicy-woody scent that emphasized masculine freshness and tradition. These core items were positioned as premium yet everyday grooming essentials for men in the post-World War II era, appealing to a broad demographic through their accessible pricing and evocation of colonial-era adventure inspired by the founder's family heritage. Packaging transitioned from initial clay designs to glass bottles in the early 1940s, with remaining prominent in early designs, retaining the iconic red-accented ship emblem without major reformulations to the original scent until the . This heritage line established Old Spice as a cultural staple in men's routines, with the and talcum particularly favored for their soothing, long-lasting aroma in barbershops and homes.

Modern Product Expansions

Following its acquisition by in 1990, Old Spice began diversifying its product portfolio in the , moving beyond traditional aftershaves and colognes to include modern grooming essentials targeted at younger male consumers. A key expansion occurred with the introduction of body washes and body sprays, which were launched as part of efforts to refresh the brand's appeal. For instance, in 2000, P&G debuted the sub-brand, featuring body washes that emphasized extended protection and fresh scents, helping to position Old Spice as a comprehensive daily hygiene option. Deodorant lines also saw significant growth during this period, with the High Endurance series becoming a cornerstone of the portfolio. This line, known for its 48-hour odor protection and clear application formula, expanded the brand's presence in the antiperspirant market and contributed to Old Spice regaining market share in men's personal care. By the mid-2000s, these products were integral to the brand's repositioning, complementing the body wash offerings and driving sales increases in the category. In the , Old Spice ventured into , introducing shampoos, conditioners, and styling products tailored for men. Variants such as , with its and tropical wood scent, and Wolfthorn, focused on providing healthier, fuller-looking while aligning with the brand's signature masculine fragrances. These additions broadened the product range to include 2-in-1 formulas and specialized treatments, available through major retailers and the official Old Spice website. Sub-brands further diversified the lineup, with Swagger launched in 2014 as a and collection featuring and cedarwood notes to evoke confidence. Bundles and grooming kits, including multi-product sets for body wash, , and , emerged as popular options, alongside travel-sized versions for on-the-go use. The line, part of the Collection, added fresh, aquatic-inspired scents to antiperspirants and body sprays, enhancing variety in odor protection products. A notable recent development is the 2025 limited-edition collaboration with DC Comics, introducing superhero-themed scents inspired by , Batman, and . This tie-in includes deodorants, body washes, and bundles, available exclusively through select channels and retailers, marking Old Spice's entry into licensed pop culture merchandise. Old Spice products are now distributed in over 50 countries, with expansions into markets like in 2014 and in 2025. Post-2020, has boosted accessibility, with sales through and P&G's direct site representing a growing share of the brand's revenue, facilitated by partnerships emphasizing online fulfillment.

Innovation and Formulation Advances

In 2008, (P&G), which acquired the Old Spice brand in 1990, initiated formulation updates to enhance product performance and user experience, though specific reductions in alcohol content for aftershaves were not documented as a primary change; instead, ongoing reformulations addressed scent stability and skin compatibility through ingredient substitutions, such as synthetic floral extracts. A key advancement came in the development of aluminum-free , a standard in the lineup by the mid-2010s, prioritizing control without pore-blocking agents to minimize potential . These formulations rely on ingredients and encapsulated fragrances, where technology releases scent molecules gradually for extended duration—up to 24 hours in products like Swagger antiperspirant—improving longevity over traditional washes. Under P&G's research and development, collaborations with dermatologists have driven product lines, such as the GentleMan's Blend series introduced for sensitive skin, featuring dermatologist-tested formulas free of aluminum, parabens, , and dyes to reduce risks. These efforts include pH-optimized blends in washes and , responding to on scent fade and skin reactions by enhancing formula gentleness without compromising efficacy. Sustainability innovations have accelerated since 2019, with all Old Spice products formulated phthalate-free since 2014 to align with cleaner ingredient standards, alongside broader P&G commitments to eliminate harmful chemicals. By 2020, the brand shifted to 100% recyclable, plastic-free paper tubes for deodorants, composed of 90% post-consumer recycled certified by the , reducing plastic waste; this was expanded in 2022 for wider availability. P&G's overarching goals include sourcing more renewable ingredients across grooming lines, targeting 100% recyclable or reusable by 2030, though Old Spice-specific renewable content metrics remain integrated into corporate progress reports.

Advertising and Marketing

Early Campaigns

Old Spice's advertising in the 1930s centered on print media to introduce the brand following its launch by the Shulton Company in 1937. Initial campaigns featured the product's nautical theme, with illustrations of colonial sailing ships adorning packaging and ads in upscale men's magazines such as , positioning Old Spice as a sophisticated grooming essential for discerning men. By the and , Old Spice expanded into and radio, emphasizing themes of rugged and timeless heritage. TV spots depicted confident, adventurous men using the product to embody strength and reliability, while radio jingles highlighted the brand's classic scents and nautical legacy. A prominent example was the enduring "Old Spice Means " jingle, introduced in 1958 as a sea shanty-style tune with like "'Old Spice means quality,' said the to the Bosun," which reinforced the brand's association with seafaring tradition and premium quality. In the and , campaigns targeted aging baby boomer men, portraying Old Spice as a staple for mature through and print ads that evoked nostalgia and dependability. The tagline "The Mark of a Man" became iconic during this era, underscoring the product's role in defining standards. Endorsements from sports figures, such as Hall of Famer in a 1982 "7th Stretch" spot, aimed to connect with male audiences by linking the brand to athletic prowess and everyday heroism. Throughout the pre-1990s period, Old Spice relied exclusively on traditional channels like television, radio, and print magazines, with no digital or interactive elements. By the early , however, these conventional strategies resulted in stagnating sales and perceptions of the brand as outdated among younger consumers, signaling the need for a fresh, humorous repositioning in subsequent campaigns.

Iconic "Smell Like a Man, Man" Era

The "Smell Like a Man, Man" , launched in February 2010 by the agency for Procter & Gamble's Old Spice brand, marked a pivotal shift in the product's . The initial 30-second commercial, titled "The Man Your Man Could Smell Like," featured actor as the "Old Spice Guy," emerging from a in a to deliver fast-paced, absurdly confident monologues directed at women, urging them to imagine their partners smelling better with Old Spice body wash. Filmed in a single continuous take with seamless transitions between sets—from a to a dock and a —the ad's , "The Man Your Man Could Smell Like," humorously subverted traditional macho tropes by blending over-the-top bravado with self-aware . Aimed primarily at men aged 18-34, the leveraged this comedic style to reposition Old Spice as a modern, appealing choice for younger consumers. Building on the ad's rapid online buzz after its Super Bowl weekend digital premiere, Wieden+Kennedy extended the effort with an interactive "Response" phase in July 2010, producing 186 personalized YouTube videos over 2.5 days in response to fan comments on platforms like Twitter, Facebook, Reddit, and Digg. In these clips, Mustafa directly addressed individuals by name, incorporating their queries or suggestions into improvised monologues while maintaining the towel-clad, confident persona, which amplified engagement and virality. The full campaign, including responses, amassed over 40 million views in its first week and generated 1.4 billion impressions across digital and traditional media within six months. The initiative delivered immediate commercial success, with Old Spice body wash sales surging 107% year-over-year in the month after launch and doubling overall by July 2010. It also earned widespread acclaim, securing the Film Grand Prix at the 2010 Lions International Festival of Creativity. The campaign's momentum carried forward, evolving through 2011-2014 with follow-up ads featuring actor in explosive, humorous spots that further targeted women as key purchasing influencers for men's grooming products.

Digital and Recent Strategies

Following the success of its 2010 campaign, Old Spice pivoted heavily toward digital platforms, establishing dominance on YouTube and Twitter through interactive video responses and real-time engagement that amplified viral reach. The brand's YouTube channel saw subscribers more than double to 150,000 within days, while Twitter followers surged by 2,700%, transforming Old Spice into a social media powerhouse for humor-driven content. This shift marked a broader strategy under Procter & Gamble to reduce traditional TV spending and increase digital allocation, with Old Spice exemplifying the approach by generating over 1.4 billion impressions across platforms. Old Spice's digital strategies emphasized (UGC) incentives, encouraging fans to create and share branded videos, photos, and challenges to foster community and . By integrating UGC into campaigns, the brand reinforced and extended reach organically, as seen in ongoing efforts to upload Old Spice-related content on personal profiles. Complementing this, data-driven targeting via P&G's enabled precise segmentation, contributing to double-digit organic sales growth for Old Spice during fiscal 2025. In recent years, Old Spice expanded to short-form video platforms, leveraging Reels for humorous, bite-sized content that aligns with the brand's satirical tone, and for interactive challenges that integrate product demonstrations into user routines. The #GetReadyWithOldSpice challenge, for instance, invited creators to showcase daily routines with Old Spice products, boosting visibility among younger demographics. By 2025, the brand maintained active presences across these channels, with at approximately 199,000 followers and at 181,000 followers, alongside 2.3 million on . A key recent campaign was the 2025 partnership with DC Comics, launching a limited-edition collection of hero-inspired products, including Batman-scented body washes and deodorants, tied to immersive ads featuring comic crossovers. This collaboration debuted at with a Superman-themed activation, including experiences, to engage fans in a "Smell Like a Hero" that blended physical products with . The initiative built on Old Spice's whole launches. In August 2025, Old Spice launched the NFL Collection, a line of products inspired by players such as , , , and , promoted through humorous TV and ads under the "Smell Like a Footballman" theme to target sports enthusiasts and leverage digital virality.

Cultural Impact and Recognition

Influence on

The 2010 "The Man Your Man Could Smell Like" , featuring as the "Old Spice Guy," exploded into culture, generating widespread and user-generated content that amplified its viral reach across platforms. The ad's absurd humor and rapid scene transitions inspired countless spoofs, including a 2010 parody by newspaper in the UK, where a model adapted the script to celebrate the feature's anniversary, highlighting the campaign's global adaptability and satirical edge. This meme proliferation not only extended the campaign's lifespan but also embedded Old Spice references in online humor, with millions of shares and recreations solidifying its status as a pop culture touchstone. Old Spice's marketing has permeated broader pop culture through strategic integrations and references, evolving from ad-driven memes to sustained media presence. For instance, the brand's humorous tone influenced grooming norms by promoting self-deprecating fun and inclusivity, challenging rigid stereotypes in men's products and encouraging diverse representations in . This shift inspired competitors like Dove Men+Care, whose 2010 entry into the men's grooming space prompted Old Spice to counter with innovative, female-targeted humor, reshaping industry dynamics toward lighter, more relatable narratives. Celebrity associations have further amplified Old Spice's cultural footprint, blending endorsements with viral moments. Athletes such as stars , , and featured in the 2025 "Smell Like a Footballman" campaign, tying the brand to sports culture and physical confidence. Musicians like grime rapper collaborated in a 2024 "Big Man Ting" diss track campaign, positioning Old Spice as a symbol of youthful swagger in non-US markets. During the 2020 , repurposed ads with urged handwashing and staying home, offering timely comic relief that garnered widespread shares and reinforced the brand's adaptive, community-oriented role. The brand's global reach underscores its cultural permeation beyond the , with localized efforts fostering international parodies and adaptations. The Chip partnership extended its influence into youth music scenes, demonstrating how Old Spice's humor translates across borders to inspire regional creative responses. This phenomenon has encouraged inclusive grooming dialogues worldwide, as seen in efforts like the "Men Have Skin Too" spots emphasizing diversity in Asian markets.

Awards and Industry Accolades

Old Spice's advertising efforts, particularly the iconic "Smell Like a Man, Man" campaign launched in 2010, have garnered significant recognition in the industry. The campaign won the Grand Prix in the Film category at the 2010 Cannes Lions International Festival of Creativity, as well as the Titanium Lion in 2011 for its integrated approach. Additionally, the core commercial earned a Primetime Emmy Award for Outstanding Commercial in 2010. Overall, the campaign has accumulated over 50 major awards across various festivals, including multiple , D&AD Pencils, and One Show honors. On the product side, Old Spice has received accolades for its innovations in grooming technology. The brand's and body wash formulations contributed to its status as the leading men's body wash in the U.S. by 2011, a position reinforced by Nielsen data showing sustained market leadership into , where it ranked among the top three overall body wash brands by sales volume. Industry honors from parent company highlight Old Spice's ongoing success. It was named a Best of Brand Award winner in 2011 following the transformative impact of its refresh, and received the again in 2024 for excellence in brand building and . More recent campaigns have continued this momentum. The 2023 digital efforts, emphasizing humor in social media activations, earned for creative execution. In 2025, Old Spice's "Unexpected Heroes" campaign won the Grand Effie at the Effie Awards for marketing effectiveness. These recognitions underscore Old Spice's blend of product quality and bold marketing.

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