Old Spice: Difference between revisions

Old Spice products were originally manufactured by the Shulton Company,<ref>{{Cite web|date=2021-04-27|title=How Your Favorite Brands Reinvented Themselves and Made Big Money|url=https://www.gobankingrates.com/money/business/favorite-brands-reinvented-themselves-made-big-money/|access-date=2021-08-13|website=GOBankingRates|language=en}}</ref> founded in 1934 by William Lightfoot Schultz. A buyer at [[Bullock's]] in Los Angeles made Schultz aware of the emerging popularity of colonial-American style furniture, a trend spurred by the then-recent opening of [[Colonial Williamsburg]]. Shultz reasoned that an Early [[Americana (culture)|Americana]]-themed cosmetics line might also find favor.<ref>{{Cite web|url=https://www.cosmeticsandskin.com/companies/shulton.php|title=Shulton|website=Cosmetics and Skin|language=en|access-date=2020-12-03}}</ref> The Metropolitan Museum of Art in New York collection of early American objects provided a source of inspiration for packaging design; for the fragrance, Schultz was inspired by his mother's [[potpourri]], and as thea result, the first Old Spice product in 1937 was a woman's scent called Early American Old Spice. The product was received well, and therefore was followed by Old Spice for men in 1938.<ref>{{Cite web|url=http://www.fastcompany.com/3040106/the-brand-your-brand-could-be-like-how-old-spice-went-viral|title=The Brand Your Brand Could Be Like: How Old Spice Went Viral|date=2014-12-18|language=en-US|access-date=2016-09-09}}</ref>

In June 1990, [[Procter & Gamble]] purchased the Old Spice fragrances, skin careskincare and antiperspirant & deodorant brands from the Shulton Company.<ref>{{Cite web|url=https://www.upi.com/Archives/1990/06/13/PG-buys-Old-Spice-Santa-Fe-lines-for-300-million/9424645249600/|title=P&G buys Old Spice, Santa Fe lines for $300 million|website=UPI|language=en|access-date=2019-08-27}}</ref> Throughout the 2000s, Procter & Gamble introduced many forms of [[deodorant]], [[Shower gel|body washes]], and [[body spray]]s 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 shaveaftershave and cologne versions. The white glass bottles gave way to plastic, and the gray 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 [[Eau de Cologne|cologne]] is available in its original scent as well as Pure Sport. In 2006, Old Spice introduced a fragrance, OS Signature, which won the magazine ''[[FHM]]''<nowiki/>'s 2006 Grooming Award for Best Sporty Fragrance.{{Citation needed|date=August 2021}} Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signaturesignature fragrance.

In 2014, Old Spice expanded its product line-up to men's hairhaircare careby with the introduction ofintroducing shampoos, two-in-one shampoo and conditioners and styling products.<ref>{{Cite news|url=https://www.nytimes.com/2014/02/18/business/media/in-shampoo-ads-for-men-its-not-just-the-hair-its-what-it-does-for-you.html|title=In Shampoo Ads for Men, It's Not Just the Hair, It's What It Does for You|last=Newman|first=Andrew Adam|date=2014-02-17|work=The New York Times|access-date=2019-08-27|language=en-US|issn=0362-4331}}</ref>

In early 2016, Old Spice introduced a new brand character, the Legendary Man, with two TV commercials, "Rocket Car" and "Whale", to launch the Hardest Working Collection.<ref>{{Cite web|url=http://www.wk.com/campaign/the_hardest_working_collection/from/old_spice|title=Old Spice {{!}} The Hardest Working Collection {{!}} Wieden+Kennedy|website=www.wk.com|access-date=2016-09-09}}</ref> Old Spice also launched a series of digital infomercials with Canadian actor [[Steven Ogg]]. Later in 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaignscampaign for the Red Zone product collection.<ref>{{Cite web|url=http://www.adweek.com/adfreak/2-new-old-spice-guys-kick-hilariously-weird-smell-em-whos-boss-campaign-172263|title=2 New Old Spice Guys Kick Off Hilariously Weird 'Smell 'Em Who's Boss' Campaign|access-date=2016-09-09}}</ref>