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.

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 deodorant

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. It is also available in shower gel; using the phrase "The
original. 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-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

[edit] 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 Bruce Campbell has appeared as a parody of himself in a series of commercials for
the product line.[2] Actor Neil Patrick Harris has appeared in Old Spice TV commercials
as 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 every
Old 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 Commons has media related to: Old Spice

• RocketXL.com: "Everything About the Old Spice Body Spray"

• ExperienceOldSpice.ca
• Old Spice Original Scent at Basenotes Fragrance Directory
 [hide]

v•d•e

Procter & Gamble Co.

Norman Augustine · Bruce Byrnes · R. Kerry Clark · Scott D. Cook ·

Joseph T. Gorman · A. G. Lafley · Charles R. Lee · Lynn M. Martin · W.
Corporate Directors:
James McNerney, Jr. · Jonathan Rodgers · John F. Smith, Jr. · Ralph
Snyderman · Robert Storey · Margaret Whitman · Ernesto Zedillo

Always · Ariel · Art of Shaving · Aussie · Bounty · Braun · Camay ·

Charmin · Cheer · Clairol · CoverGirl · Crest · Downy · Dreft · Duracell ·
Eukanuba · Fairy · Febreze · Folgers · Gillette · Head & Shoulders ·
Brands: Herbal Essences · Iams · Ivory · Joy · Luvs · Max Factor · Metamucil ·
Mr. Clean · Nice 'n Easy · Noxzema · Olay · Old Spice · Oral-B ·
Pampers · Pantene · Pringles · Puffs · Pur · SK-II · Swiffer · Tampax ·
Tempo · Tide · Vicks · Wella · Zest

Annual Revenue: $83.5 billion USD (▲10% FY 2008) · Employees: 138,000 · Stock Symbol:
NYSE: PG · Website: www.pg.com