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Old Spice is an American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz.
The 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.
In an attempt to gain market share in the competitive bar soap business, a field sales representative, after noticing the success of his colleagues’ holiday-themed Old Spice "soap on a rope" sales, approached the newly appointed P&G General Manager of personal soaps about launching a bar soap offering at a price point parity to market leaders. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice name.
In early 2008, the original Old Spice scent was repackaged as "Classic Scent", both in the after shave and cologne versions. The white glass bottles gave way to plastic, and the grey 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."
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 2010, had three main 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, shower gel, and hair and body wash. "Classic" is aimed at people who prefer the original scents of Old Spice including deodorant sticks, body wash, and shaving products. "Red Zone" is aimed as a higher-end line, including antiperspirant, deodorant, body wash, and body sprays.
An advertising campaign featuring Isaiah Mustafa and Terry Crews as the "Old Spice Guys" became popular after the first advertisement, titled The Man Your Man Could Smell Like, went viral. Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman in 2013.
- D'Zurilla, Christie (August 6, 2015). "Terry Crews, Isaiah Mustafa are 'the "Expendables" of advertising' in new Old Spice spots". Los Angeles Times. Retrieved 19 August 2015.
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