Old Spice

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Old Spice
Product type Men's grooming products
Owner Procter & Gamble
Country United States
Introduced 1937
Previous owners Shulton Inc., American Cyanamid
Website www.oldspice.com

Old Spice is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, shower gels and soaps. It is manufactured by Procter & Gamble, a multinational corporation based in Cincinnati that is one of the largest consumer-goods companies in the world.

Originally 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 only being released before Christmas at the end of that year.[1] Over time as the men's products found more success it began to focus exclusively on those.


A stick of Old Spice shaving soap from 1976.

William Lightfoot Schultz, a soap maker, started The Lightfoot Schultz Company in 1910 after moving from Philadelphia to New York. Renaming the company Shulton Inc. in 1933 and moving operations to Hoboken, New Jersey, Schultz began a period of rapid expansion involving the development of many popular lines of cosmetics. The Early American Old Spice line of products were to prove its most successful and enduring.

From the time construction was completed in 1947, a large factory in Clifton, New Jersey, was the main facility where Old Spice and other Shulton products were manufactured (as well as products for Pierre Cardin, Jacqueline Cochran and Nina Ricci[1]). In 1967, approximately 1,500 employees were located at the plant. Shulton Inc., including the Old Spice brand, was sold to conglomerate American Cyanamid in the 1970s. The brand was purchased later on by its current owner, consumer-goods giant Procter & Gamble, in 1990.[2]

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 Pure Sport High Endurance deodorant.

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 2016, had five main lines of grooming products and each line features a variety of products and scents, Wild Collection, Classic, Fresher Collection, Red Zone, and High Endurance.


An advertising campaign featuring Isaiah Mustafa became popular after the first advertisement, titled The Man Your Man Could Smell Like, went viral.[3] Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman in 2013. The Make a Smellmitment commercials debuted in 2015, promoting Timber (or Swagger) and Bearglove.


  1. ^ a b "How Old Spice Has Always Remained New ~ Fragrance Reviews ~ Fragrantica". Retrieved 2016-08-02. 
  2. ^ Gabriele, Michael. "The rise and fall of Shulton in Clifton". Retrieved 2016-08-02. 
  3. ^ 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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