Old Spice
Old Spice is an American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company.
History
The first Old Spice product, a fragrance called Early American Old Spice for women, was introduced in 1937, closely followed by Old Spice for men in 1938. The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.
The earliest of the men's products were dominated by shaving soap and aftershave lotion. When Old Spice was introduced, Schultz developed a colonial framework for those products and chose a nautical theme for Old Spice. Thus, sailing ships, in particular colonial sailing ships, 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 Wesley, Salem, Birmingham and Hamilton. A picture of one of these ships, drawn by impressionist painter Jairus Bellamy, is on display at 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 Sailboat/Yacht logo in the fragrance bottles in February 1992. In the late 2000s, P&G 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. Both products were reintroduced in plastic bottles in lieu of the original traditional white glass bottles, with the stoppers in the top of the product red instead of gray.
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 & 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.
They also come in various fragrances.
High Endurance: Pure Sport, Fresh, Arctic Force, White Water, Original, Mountain Rush, and Smooth Blast.
Red Zone: Pure Sport, After Hours, Showtime, Aqua Reef, Swagger, and Double Impact.
Original: "Classic" Scent (Original), Fresh
Marketing
Old Spice is a sponsor of NASCAR driver Tony Stewart,[1] who featured in a TV advertisement showing Old Spice logos printed on the armpits of his Busch Series race suit, signifying both Old Spice being a deodorant and Stewart's numerous wins. In 2009, they will join Office Depot as co-primary sponsors of the #14 Chevrolet Impala of Stewart Haas Racing.
Actor Neil Patrick Harris has appeared in Old Spice TV commercials as a parody of his Doogie Howser, M.D. character. Actor Bruce Campbell has also appeared as a parody of himself in commercial.[2]
Footnotes
References
External links
- RocketXL.com: "Everything About the Old Spice Body Spray"
- ExperienceOldSpice.ca
- Old Spice Original Scent at Basenotes Fragrance Directory