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A bottle of Old Spice aftershave
Old Spice is an iconic American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company.
History
Old Spice shower gel and deodorant
The Shulton Company, original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was a fragrance called Early American Old Spice for women, introduced in 1937. Old Spice for men followed in 1938.
The early men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships, in particular were used as a trademark. 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. A picture of one of these ships, drawn by impressionist painter Jairus Bellamy, is on display in New York City's Museum of Modern Art.[citation needed]
Procter & Gamble purchased Old Spice from the Shulton Company in June 1990. The clipper ship was replaced by the yacht logo in February 1992. In the late 2000s, Procter & Gamble introduced many forms of deodorant sticks, body washes, and body sprays in several scents under the Old Spice brand.
In early 2008, the original Old Spice scent was repackaged as "Classic Scent," both in the after shave and cologne versions. The traditional white glass bottles gave way to plastic, grey stoppers to red. And Old Spice Classic shower gel is sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist."
Products
Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance.
Old Spice as of 2009 has three lines of grooming products and each line features a variety of products and scents. "High Endurance" is promoted as a basic grooming line, and includes antiperspirant, deodorant, body wash, hair and body wash, and shaving products. "Original" is aimed at people who prefer the original scent of Old Spice, including a Deodorant Stick, Body Wash, Body Sprays, and a Shaving Product. "Red Zone" is aimed as a higher-end line, including an antiperspirant, deodorant, body wash, and body spray. It supposedly has a time released scent system.
Marketing
Actor Bruce Campbell has appeared as a parody of himself in a series of commercials for the product line.[1] Actor Neil Patrick Harris has appeared in Old Spice TV commercials as a parody of his Doogie Howser, M.D. character. Isaiah Mustafa has received fame from endorsing Old Spice.[2][3][4][5]
Old Spice is well known in the USA for their jingle, a catchy whistle used in just about every Old Spice commercial. Over the years, the whistle has changed from minor to major, shortened, and now the whistle does not have music behind it. In the United Kingdom, the brand was advertised with O Fortuna from Carmina Burana by Carl Orff.
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