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Old Spice
is an American brand of male grooming products. It is manufactured byProcter & Gamble, which acquired the brand in 1990 from theShulton Company.
Contents
[hide]
•
1 History
•
2 Products
•
3 Marketing
•
4 Footnotes
•
5 References
•
6 External links
[edit] History
A bottle of Old Spice aftershave
 
Old Spice shower gel and deodorantThe first Old Spice product, a fragrance called Early American Old Spice for women, wasintroduced 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 byWilliam Lightfoot Schultz.The earliest of the men's products were dominated by shaving soap andaftershavelotion.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 atrademark . The original ships used on the packagingwere the
Grand Turk 
and the 
 Friendship
. Other ships used on Old Spice packaginginclude the
Wesley
,
Salem
,
 Birmingham
and 
 Hamilton
. A picture of one of these ships,drawn byimpressionistpainter Jairus Bellamy, is on display at New York City's Museum of Modern Art.
[
citation needed 
 
]
Procter & Gamblepurchased Old Spice from the Shulton Company in June 1990. Theclipper ship was replaced by the Sailboat/Yacht logo in the fragrance bottles in February1992. 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 theAfter Shave and Cologne versions. Both products were reintroduced in plastic bottles inlieu of the original traditional white glass bottles, with the stoppers in the top of the product red instead of gray. It is also available in shower gel; using the phrase "Theoriginal. If your grandfather hadn't worn it, you wouldn't exist"
[edit] 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-newfragrance, 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 varietyof products and scents. "High Endurance" is promoted as a basic grooming line, andincludes antiperspirant, deodorant, body wash, hair & body wash, and shaving products."Original" is aimed at people who prefer the original scent of Old Spice, including aDeodorant Stick, Body Wash, Body Sprays, and a Shaving Product. "Red Zone" is aimedas 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
[edit] Marketing
Old Spice is a sponsor of  NASCAR driver Tony Stewart,
[1]
who featured in a TVadvertisement showing Old Spice logos printed on the armpits of hisBusch Seriesracesuit, signifying both Old Spice being a deodorant and Stewart's numerous wins. In 2009,they will joinOffice Depotas co-primary sponsors of the #14Chevrolet Impalaof  Stewart Haas Racing.Actor  Bruce Campbellhas appeared as a parody of himself in a series of commercials for  the product line.
[2]
Actor  Neil Patrick Harrishas appeared in Old Spice TV commercialsas a parody of his
 Doogie Howser, M.D.
character.Old Spice is also well known for their jingle, a catchy whistle used in just about everyOld Spice commercial. Over the years, the whistle has changed from minor to major,shortened, and now the whistle does not have music behind it.
[edit] Footnotes
1.
^
Tony Stewart official site
 
2.
^
*
Bruce Campbell commercial, "Experience is Everything"
 
[edit] References
•
Old Spice Website
[edit] External links
 
Wikimedia Commonshas media related to: 
Old Spice 
•
RocketXL.com: "Everything About the Old Spice Body Spray"
•
ExperienceOldSpice.ca
•
Old Spice Original Scent at Basenotes Fragrance Directory
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