Old Spice is a global American brand specializing in male grooming products, including deodorants, body washes, aftershaves, and hair care. Owned by Procter & Gamble (P&G) since 1990, the brand is available in over 50 countries and is widely recognized for its maritime-themed packaging and humorous advertising campaigns.
Company Background and History
Founding:
The brand was launched in 1937 by William Lightfoot Schultz through the Shulton Company.
Original Target Audience:
Initially, Old Spice was a fragrance line for women called “Early American Old Spice.” The men’s line, which quickly outpaced the women’s in popularity, was introduced in 1938.
Ownership Transition:
P&G acquired Old Spice from Shulton in 1990, moving its focus toward modernizing the brand for a global market.
Brand Motif:
Historically, the brand utilized a nautical theme with packaging featuring colonial sailing ships like the Grand Turk and the Friendship. While modernized under P&G, this heritage remains a core part of its identity.
Product Range
Old Spice offers a broad spectrum of grooming essentials designed for different consumer needs:
Underarm Care:
Includes over 100 SKUs of deodorants and antiperspirants, such as the “High Endurance” line and “Odor Blocker” technology.
Body Care:
A rich collection of body washes, soaps, and body sprays in various scents like Swagger, Pure Sport, and Fiji.
Hair Care:
Products ranging from shampoos and conditioners to styling gels, specifically crafted for men’s hair types.
Fragrances:
Traditional aftershaves and colognes. The classic scent features notes of nutmeg, star anise, lemon, cinnamon, and vanilla.
Marketing and Cultural Impact
Old Spice is frequently cited as a case study for successful brand reinvention.
Strategic Rebranding:
In the late 2000s, the brand faced declining market share and was perceived as “dated.” Partnering with agency Wieden+Kennedy, it launched viral campaigns to appeal to younger Millennials and Gen Z.
Iconic Campaigns:
“The Man Your Man Could Smell Like” (2010), featuring actor Isaiah Mustafa, became a cultural phenomenon. It targeted female buyers (who often purchase grooming products for men) while using absurd humor to capture attention.
Digital Engagement:
The brand maintains a strong presence on social platforms like YouTube and Facebook, using interactive content and humor to maintain relevance.
Corporate Operations and Ethics
Global Presence:
Products are tailored to regional preferences across international markets. For instance, the UK product range differs from the US range and is manufactured in Europe.
Manufacturing:
In the UK, operations were historically based in Seaton Delaval until the late 2010s.
Ethical Standings:
The brand has received high marks for its Environmental Report, as P&G maintains targets for water, climate, and packaging. However, it has been noted for having below-benchmark scores in some ethical rating categories, such as political donations.
Recent Challenges:
The brand has faced product liability lawsuits, including a 2021 benzene-related recall and claims regarding skin irritation from certain deodorants.