Editing Old Spice

{{short description|American brand of male grooming products}}
{{Infobox brand
| name           = Old Spice
| logo           = Current Old Spice Logo 2016.svg
| logo_upright   =
| logo_alt       =
| logo_caption   = 
| image          =
| image_upright  =
| alt            =
| caption        =
| producttype    = Men's grooming products
| currentowner   = [[Procter & Gamble]]
| producedby     =
| country        = [[United States]]
| introduced     = {{Start date and age|1937|6|19}} <br>{{nowrap|(as Early American Old Spice)}}
| related        =
| markets        = Worldwide
| previousowners = Shulton Company
| trademarkregistrations =
| ambassadors    =
| tagline        =
| website        = {{URL|oldspice.com}}
}}

'''Old Spice''' is an American brand offering male grooming products including [[aftershaves]], [[deodorant]]s and antiperspirants, [[shampoo]]s, [[Shower gel|body washes]], [[shaving cream]], and [[soap]]s. It is manufactured by [[Procter & Gamble]].

Old Spice was launched as '''Early American Old Spice''' by William Lightfoot Schultz's [[soap]] and toiletries company, Shulton Inc., in 1937. It was first targeted to women, with the men's product being released before [[Christmas]] at the end of 1937.<ref name=":0">{{Cite web|url=http://www.fragrantica.com/news/How-Old-Spice-Has-Always-Remained-New-3192.html|title=How Old Spice Has Always Remained New ~ Fragrance Reviews ~ Fragrantica|access-date=2016-08-02}}</ref>

==History==
[[File:1944 advert for various Old Spice products.jpg|thumb|1944 advertisement for various Old Spice products]]

Old Spice products were originally manufactured by the Shulton Company,<ref>{{Cite web|date=2021-04-27|title=How Your Favorite Brands Reinvented Themselves and Made Big Money |url=https://www.gobankingrates.com/money/business/favorite-brands-reinvented-themselves-made-big-money/ |access-date=2021-08-13 |publisher=GOBankingRates|language=en}}</ref> founded in 1934 by William Lightfoot Schultz. A buyer at [[Bullock's]] in Los Angeles made Schultz aware of the emerging popularity of colonial American–style furniture, a trend spurred by the then-recent opening of [[Colonial Williamsburg]]. Shultz reasoned that an Early [[Americana (culture)|Americana]]–themed cosmetics line might also find favor.<ref>{{Cite web|url=https://www.cosmeticsandskin.com/companies/shulton.php|title=Shulton|website=Cosmetics and Skin|language=en|access-date=2020-12-03}}</ref> The Metropolitan Museum of Art in New York collection of early American objects provided a source of inspiration for packaging design; for the fragrance, Schultz was inspired by his mother's [[potpourri]], and as a result, the first Old Spice product in 1937 was a woman's scent called Early American Old Spice. The product was received well and therefore was followed by Old Spice for men in 1938.<ref>{{Cite web |url=http://www.fastcompany.com/3040106/the-brand-your-brand-could-be-like-how-old-spice-went-viral |title=The Brand Your Brand Could Be Like: How Old Spice Went Viral |date=2014-12-18|language=en-US|access-date=2016-09-09}}</ref>

The men's products included [[shaving soap]] and [[aftershave]] lotion, marketed with a nautical theme. [[Sailing ship]]s in particular were used for the brand's packaging. The original ships used on the packaging were the ''Grand Turk'' and the ''Friendship''. Other ships used on Old Spice packaging include the ''John Wesley'', ''Salem'', ''Birmingham'', ''Maria Teresa'', ''Propontis'', ''Recovery'', ''Sooloo'', ''Star of the West'', ''Constitution'', ''Java'', ''United States'', and ''[[Hamilton (schooner)|Hamilton]]''.

In the 1970s, Old Spice shifted from being a shaving brand to a fragrance brand by introducing signature scents like Old Spice Burley.<ref>{{Cite book |url=https://books.google.com/books?id=L4FwCwAAQBAJ |title=Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning |last=Hirschman|first=Elizabeth C. |date=2016-01-22 |publisher=Routledge |isbn=9781317386056 |language=en}}</ref>
[[File:Old Spice Flacons.jpg|thumb|Original bottles, 150 ml, from April 1992]]
In June 1990, [[Procter & Gamble]] purchased the Old Spice fragrances, skincare and antiperspirant & deodorant brands from the Shulton Company.<ref>{{Cite web |url=https://www.upi.com/Archives/1990/06/13/PG-buys-Old-Spice-Santa-Fe-lines-for-300-million/9424645249600/ |title=P&G buys Old Spice, Santa Fe lines for $300 million |publisher=UPI |language=en |access-date=2019-08-27}}</ref> The sailing ship was replaced by a sailboat. The glass bottles of eau de toilette and after shave had a plastic button as a cap. Its color was changed from light gray to white in 1992. 

Throughout the 2000s, Procter & Gamble introduced many forms of [[deodorant]], [[Shower gel|body washes]], and [[body spray]]s in several scents under the Old Spice name.

In early 2008, the original Old Spice scent was repackaged as "Classic Scent", both in the [[aftershave]] and cologne versions. The white glass bottles gave way to plastic and the gray stoppers to red. Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist."

In January 2016, [[Procter & Gamble]] changed the scent of its Old Spice Classic After Shave.{{Citation needed|date=August 2021}}

==Products==
<!-- Deleted image removed: [[File:RZ Body Wash Swagger.JPG|thumb|upright=.5|right|Old Spice Swagger Body Wash.]] -->

Old Spice's [[buoy]]-shaped bottle [[Eau de Cologne|cologne]] is available in its original scent as well as Pure Sport. In 2006, Old Spice introduced a fragrance, OS Signature.{{Citation needed|date=August 2021}} Old Spice Red Zone products include a "Scratch-and-Sniff" version of the signature fragrance.{{citation needed|date=May 2025}}}

In 2014, Old Spice expanded its product line-up to men's haircare by introducing shampoos, two-in-one shampoo and conditioners, and styling products.<ref>{{Cite news|url=https://www.nytimes.com/2014/02/18/business/media/in-shampoo-ads-for-men-its-not-just-the-hair-its-what-it-does-for-you.html|title=In Shampoo Ads for Men, It's Not Just the Hair, It's What It Does for You|last=Newman|first=Andrew Adam|date=2014-02-17|work=The New York Times|access-date=2019-08-27|language=en-US|issn=0362-4331}}</ref>

== Advertising ==
[[File:Old Spide Deodorant.jpg|thumb|upright=.5|right|Old Spice Pure Sport High Endurance deodorant.]]
In the 1970s and 1980s, Old Spice ad campaigns in the United Kingdom and Ireland featured a man on a surfboard accompanied by [[Carl Orff]]'s [[O Fortuna (Orff)|O Fortuna]] from ''[[Carmina Burana (Orff)|Carmina Burana]]'', with the tagline "Old Spice – The Mark Of A Man".<ref>{{Cite web|url=https://www.youtube.com/watch?v=e_-C1RcBJxw |archive-url=https://ghostarchive.org/varchive/youtube/20211212/e_-C1RcBJxw| archive-date=2021-12-12 |url-status=live|title=1970s Old Spice Ad|website=[[YouTube]] |date=18 November 2012 }}{{cbignore}}</ref>

An advertising campaign developed by [[Wieden+Kennedy|Wieden + Kennedy]] in 2010 featuring [[Isaiah Mustafa]] became popular after the first advertisement, titled "[[The Man Your Man Could Smell Like]]".<ref>{{Cite web|url=http://www.adweek.com/socialtimes/old-spice-response-campaign/20334|title=Old Spice Response Campaign Was More Popular Than Obama|website=www.adweek.com|date=5 August 2010 |access-date=2016-09-09}}</ref><ref>{{Cite web|url=http://www.fastcompany.com/3040106/the-brand-your-brand-could-be-like-how-old-spice-went-viral|title=The Brand Your Brand Could Be Like: How Old Spice Went Viral|date=2014-12-18|language=en-US|access-date=2016-09-09}} {{verify source |date=September 2023 |reason=This ref was deleted Special:Diff/884843858 by a bug in VisualEditor and later restored by a bot from the original cite located at Special:Permalink/884837518 cite #2 - verify the cite is accurate and delete this template. [[User:GreenC_bot/Job_18]]}}</ref> Following this campaign, Old Spice introduced [[Fabio Lanzoni]] to challenge Isaiah Mustafa for the Old Spice Guy title in an online advertising campaign.

After the success of "The Man Your Man Could Smell Like", Old Spice released "The Response Campaign". Over the course of two and a half days, the brand filmed 186 videos featuring Mustafa engaging in conversation with fans and celebrities.{{Citation needed|date=August 2021}}

Old Spice has partnered with the [[National Football League|NFL]] and featured football stars including [[Ray Lewis]], [[Greg Jennings]], and [[Wes Welker]] in various TV and digital campaigns. In 2012, former NFL player [[Terry Crews]] was featured in the brand's viral hit "Muscle Music". The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Crews's body.<ref>{{Cite web|url=http://www.fastcocreate.com/1681518/terry-crews-makes-muscle-music-with-old-spice-and-now-its-your-turn|title=Terry Crews Makes Muscle Music With Old Spice (And Now It's Your Turn)|date=2012-08-28|language=en-US|access-date=2016-09-09}}</ref>

The commercial "Momsong" became popular in 2014 as a part of the brand's "Smellcome to Manhood" campaign.<ref>{{Cite web|url=https://www.latimes.com/entertainment/tv/showtracker/la-et-st-old-spice-momsong-commercial-is-another-viral-hit-20140106-story.html|title=Old Spice's 'Momsong' commercial is another viral hit|last=Times|first=Los Angeles|website=[[Los Angeles Times]]|date=6 January 2014 |access-date=2016-09-09}}</ref>

In early 2016, Old Spice introduced a new brand character, the Legendary Man, with two TV commercials, "Rocket Car" and "Whale", to launch the Hardest Working Collection.<ref>{{Cite web|url=http://www.wk.com/campaign/the_hardest_working_collection/from/old_spice|title=Old Spice {{!}} The Hardest Working Collection {{!}} Wieden+Kennedy|website=www.wk.com|access-date=2016-09-09}}</ref> Old Spice also launched a series of digital infomercials with Canadian actor [[Steven Ogg]]. Later in 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaign for the Red Zone product collection.<ref>{{Cite web|url=http://www.adweek.com/adfreak/2-new-old-spice-guys-kick-hilariously-weird-smell-em-whos-boss-campaign-172263|title=2 New Old Spice Guys Kick Off Hilariously Weird 'Smell 'Em Who's Boss' Campaign|date=27 June 2016 |access-date=2016-09-09}}</ref>

Old Spice has sponsored many cars throughout the [[NASCAR]] world from 2004 to 2010. They first sponsored [[Ricky Craven]] at [[Talladega Superspeedway|Talladega]] in 2004, then moved to [[Tony Stewart]] in Busch Races with [[Joe Gibbs Racing]] and [[Kevin Harvick Incorporated]]. In 2009, they followed Stewart when he formed his own team and car number 14 car for 2009 and 2010 with a win at Watkins Glen. Old Spice returned to NASCAR in 2019 to sponsor [[Corey LaJoie]] and [[Go Fas Racing]]'s 32 car for the [[2019 Daytona 500]]. The car had a unique design in which Corey LaJoie's face was designed on the hood of the car. The team finished 18th in that race.<ref>{{Cite web|url=https://www.racing-reference.info/race/2019_Daytona_500/W|title=2019 Daytona 500 Results|access-date=2019-02-17}}</ref> Old Spice was also featured as the sponsor of [[John C. Reilly]]'s character, Cal Naughton Jr., in the 2006 comedy ''[[Talladega Nights]]''. The brand returned to the sport for a one-off appearance in 2023, sponsoring [[Chase Briscoe]] and [[Stewart-Haas Racing]]'s 14 car for the [[2023 YellaWood 500]].{{cn|date=May 2025}}

In 2019, Old Spice named actor, comedian, and writer [[Deon Cole]] as its global brand ambassador for its five-piece line.<ref>{{Cite web|title=Old Spice Goes to Ends of Earth to Find New Old Spice Guy Deon Cole and the Freshest Ingredients Forged From Nature to Deliver the Real Freshness of the All-New Fresher Collection|url=https://news.pg.com/news-releases/news-details/2019/Old-Spice-Goes-to-Ends-of-Earth-to-Find-New-Old-Spice-Guy-Deon-Cole-and-the-Freshest-Ingredients-Forged-From-Nature-to-Deliver-the-Real-Freshness-of-the-All-New-Fresher-Collection/default.aspx|access-date=2021-08-13|website=news.pg.com|language=en-US}}</ref><ref>{{Cite web|title=Old Spice unveils new Fresher collection, brand ambassador|url=https://drugstorenews.com/beauty/old-spice-names-deon-cole-global-brand-ambassador|access-date=2021-08-13|website=Drug Store News|language=en}}</ref>

In January 2020, Old Spice brought back their viral 2010 campaign "Smell Like a Man, Man" to celebrate the tenth anniversary of the original commercial, and worked with Wieden + Kennedy once again for the reboot.<ref>{{Cite web|last=Graham|first=Megan|date=2020-01-22|title=The Old Spice guy is back for the 10th anniversary of 'Smell Like a Man, Man' commercial|url=https://www.cnbc.com/2020/01/22/old-spice-guy-returns-for-reboot-of-smell-like-a-man-man-ad.html|access-date=2020-10-09|website=CNBC|language=en}}</ref>

Since the 1990s many Old Spice commercials have featured a six-note [[tin whistle|penny whistle]] tune inspired by a [[sea shanty]].{{cn|date=May 2025}}

== Awards ==
{{Unreferenced section|date=September 2023}}
Old Spice has accumulated 37 awards as of 2016 at the [[Cannes Lions International Festival of Creativity]]. The brand was awarded two Gold Cannes Lions for Creative Effectiveness for "The Man Your Man Could Smell Like" in 2011 and "Smellcome to Manhood" in 2016. The former also won the Primetime Creative Arts Emmy Award for Outstanding Commercial in 2010.<ref>{{Cite web |title=Old Spice customization through Productimize Simple Solution |url=https://productimize.com/portfolio/old-spice/ |access-date=2023-10-03 |website=Productimize |language=en-US}}</ref>

== See also ==
* [[List of perfumes]]

== References ==
{{Reflist}}

==External links==
{{commons category}}
* {{Official website|http://www.oldspice.com/}}
* [http://www.basenotes.net/ID26121214.html Old Spice Original Scent] at [[Basenotes]] Fragrance Directory

{{Procter & Gamble}}

[[Category:American brands]]
[[Category:Perfumes]]
[[Category:Personal care brands]]
[[Category:Procter & Gamble brands]]
[[Category:Products introduced in 1937]]
[[Category:Shampoo brands]]
[[Category:Soap brands]]