Anisha Riggs
Old Spice is a classic American fragrance that has been a staple in the world of men's scents for almost a century. Initially launched in 1937 as a women's perfume, a men's version was released the following year and has survived into the 21st century. With its spicy amber and citrus notes, Old Spice has become an iconic brand, transcending shop shelves and becoming shorthand for a whole category of scent. But is Old Spice a natural aftershave?
| Characteristics | Values |
|---|---|
| Launch Year | 1937 as a women's fragrance; 1938 as a men's fragrance |
| Founder | William Lightfoot Schultz |
| Top Notes | Nutmeg, Star Anise, Spices, Amber, Blood Orange, Jasmine, Carnation, Cinnamon |
| Base Notes | Cedar, Amber Resin |
| Heart Notes | Floral |
| Type of Fragrance | Oriental |
| Alcohol Content | High |
| Longevity | Lasts up to 10 hours |
| Price | Under $10 |
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What You'll Learn
History of Old Spice
Old Spice is a men's aftershave brand that was first introduced in 1938, a year after the women's fragrance, Early American Old Spice. The brand was founded by William Lightfoot Schultz, who was inspired by the scent of his mother's rose jar.
The men's fragrance was launched a year before World War II, and its popularity grew as US soldiers brought it with them wherever they went. After the war, Schultz relocated the manufacturing factory to New Jersey before he passed away in 1950. His son, George Schultz, took over the company and served as president for 20 years before selling it to American Cyanamid in 1970.
Under American Cyanamid, the brand continued to be popular through the 1970s and 1980s, with its distinctive blue yacht logo and ivory bottle. Old Spice was known for its bold advertising, featuring a lone surfer riding the waves to the score of 'O Fortuna' by Carl Orff. The brand became synonymous with masculinity and was considered "the mark of a man".
However, by the 1990s, the brand was on the decline. It had been 50 years since the fragrance was introduced, and the consumer market now associated the scent with their grandfathers. In 1990, American Cyanamid sold the brand to Procter and Gamble (P&G), who attempted to rebrand and reshape the perception of Old Spice.
In 2010, Old Spice launched a series of video ads featuring "the Old Spice Guy", which brought new attention to the brand globally. While the brand has expanded into deodorant sticks, body washes, and body sprays, the classic aftershave remains a timeless favourite, evoking nostalgia and fond memories for many.
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Old Spice's scent
Old Spice is a classic American fragrance that has been a staple in men's scents for almost 100 years. The scent is best described as a spicy, oriental fragrance with a hint of vanilla and a floral musk. It is a warm fragrance with a fresh burst of blood orange and spices, reminiscent of mulled wine. The top notes are nutmeg and star anise, with a heavy alcohol content as it is an aftershave. The fragrance then develops into a surprisingly floral heart, with discernible notes of carnation and jasmine. The citrus and spice fade, leading to a base of dry cinnamon, fresh cedar, and deep, powdery amber resin.
The scent has changed over time, with some noting that it is weaker and less musky and woody than it used to be, with more floral and vanilla notes. However, the brand maintains that the fragrance is the same. Old Spice has a strong cultural presence, with many associating the scent with their grandfathers. The brand has leaned into this association with the slogan, "If your grandfather hadn't worn it, you wouldn't exist."
Old Spice was initially launched in 1937 as 'Early American Old Spice' by William Lightfoot Schultz, first as a women's fragrance and then as a men's fragrance the following year. It has survived into the 21st century, with new products introduced and aggressive marketing campaigns in the early 2010s, ensuring its continued relevance. Despite some changes to the formula, Old Spice remains a classic, iconic fragrance that has stood the test of time.
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Old Spice's marketing
Old Spice is an American brand of male grooming products, including aftershaves, deodorants, antiperspirants, shampoos, body washes, shaving creams, and soaps. The brand has been around since 1937 and has been selling for more than 80 years. In the 1970s, Old Spice transitioned from a shaving brand to a fragrance brand by introducing signature scents like Old Spice Burley.
Shifting Brand Image:
Old Spice initially targeted women when it was launched in 1937, but the brand quickly released a men's product line before Christmas of the same year. Over the years, Old Spice's image became associated with grandfathers and older men. To stay relevant, the company had to rejuvenate its brand image and appeal to younger generations.
"The Man Your Man Could Smell Like" Campaign:
In 2010, Old Spice introduced a groundbreaking campaign, "The Man Your Man Could Smell Like," to promote its body wash. The campaign, developed by ad agency Wieden+Kennedy, was launched during Super Bowl XLIV and simultaneously released on YouTube. The campaign featured Isaiah Mustafa, who later became known as the Old Spice Man.
The success of this campaign can be attributed to several factors:
- Target Audience: The campaign targeted women, who were responsible for 60% of body wash purchases, and encouraged conversations between couples.
- Multi-Channel Approach: Old Spice utilized various channels, including TV, cinema, online, and social media platforms like Facebook, Twitter, and YouTube, to reach a wider audience.
- Interactive Content: Old Spice focused on pull marketing by creating interactive and engaging content. They responded to Twitter questions from individual users, personalizing the experience and fostering a unique bond with consumers.
- Quantity Over Production Value: Wieden+Kennedy prioritized quantity over production value by producing numerous videos rather than a few perfect ones. This strategy helped spread Old Spice's message far and wide, guaranteeing multiple touchpoints with their audience.
"The Response Campaign":
Building on the success of "The Man Your Man Could Smell Like," Old Spice launched "The Response Campaign." This campaign featured 186 videos filmed in just two and a half days, with Mustafa answering questions from fans and celebrities. This spontaneous and interactive approach further enhanced the brand's connection with its audience and led to a significant increase in sales and online impressions.
Other Notable Campaigns:
Old Spice has continued to innovate its marketing strategies and has launched several other successful campaigns:
- The Legendary Man: In 2016, Old Spice introduced a new brand character, the Legendary Man, with TV commercials "Rocket Car" and "Whale" for the Hardest Working Collection.
- NFL Partnerships: Old Spice collaborated with the NFL and featured football stars such as Ray Lewis, Greg Jennings, and Wes Welker in their TV and digital campaigns.
- Muscle Music: In 2012, they released an interactive video starring former NFL player Terry Crews, allowing users to create music through instruments rigged to his muscles.
- NASCAR Sponsorships: Old Spice sponsored various cars and teams in the NASCAR world from 2004 to 2010 and returned as a sponsor in 2019.
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Old Spice's product range
Old Spice is an American brand offering male grooming products, including aftershaves, deodorants, antiperspirants, shampoos, body washes, shaving cream, and soaps. The brand was first launched in 1937 as a women's product line, with men's products being introduced the following year. Over the years, Old Spice has expanded its product range and shifted its focus from a shaving brand to a fragrance brand.
One of Old Spice's well-known products is its cologne, which comes in a buoy-shaped bottle and is available in the original scent as well as Pure Sport. In addition to the classic fragrance, Old Spice has introduced new scents such as OS Signature, which won FHM magazine's 2006 Grooming Award for Best Sporty Fragrance. The brand has also launched various product collections, including the Red Zone, which features a "Scratch-and-Sniff" version of the signature fragrance.
Old Spice offers a range of deodorants for men, including aluminium-free options such as the Gentleman's Blend Stick with eucalyptus and coconut oil, and the High Endurance Pure Sport deodorant. The brand also has antiperspirant deodorants, such as the Invisible Solid Stick in scents like Bearglove and Timber with Sandalwood. Old Spice provides a variety of body washes, including the Super Hydration Body Wash from the Gentleman's Blend collection, which features a vanilla and shea scent.
The brand has also expanded into men's hair care, introducing shampoos, two-in-one shampoo and conditioner products, and styling products. Old Spice continues to innovate and launch new campaigns, such as the introduction of the Legendary Man character in 2016 to promote the Hardest Working Collection. With a focus on male grooming, Old Spice offers a diverse range of products to meet the needs of its customers.
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Old Spice's competition
Old Spice is a brand of men's grooming products, including antiperspirants/deodorants, body washes, body sprays, and after-shave lotions. The brand has faced competition from companies like Axe, which has a more "hip" image and appeals to a younger, millennial market. In 2010, Old Spice partnered with Wieden + Kennedy to launch the "Smell Like a Man, Man" campaign, featuring former NFLer Isaiah Mustafa. This campaign helped solidify Old Spice's reputation as a modern brand and boosted sales of its body wash by 27% within six months.
Old Spice has also collaborated with celebrities such as Terry Crews and Denver Broncos linebacker Von Miller to promote its products. The brand has introduced various scents, including the Wild Collection with Bearglove and Hawkridge, the Fresh Collection Denali, and the Pure Sport Stick. Old Spice has expanded its product line to include cologne sprays and even women's deodorants.
One of Old Spice's strengths is its ability to create memorable and entertaining advertisements. The "Look at your man, now back at me" ad, featuring Mustafa, went viral and contributed to the success of the 2010 campaign. Old Spice's partnership with Wieden + Kennedy, known for their work with Nike, helped rejuvenate the brand and shift its target consumer from the older market to the 18-34-year-old range.
While Old Spice has faced competition and challenges, it has demonstrated its ability to adapt and stay relevant in the market. By embracing modern marketing strategies and collaborating with influencers and celebrities, Old Spice has maintained its position as a leading brand in the men's grooming industry.
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Frequently asked questions
Old Spice is a fragrance brand that offers a range of products, including aftershave. While the brand uses natural fragrances such as vanilla, spices, and citrus, it is not clear if the aftershave is entirely natural as it contains alcohol.
Old Spice is an Oriental spicy fragrance with top notes of nutmeg and star anise. It has a deep, spicy amber foundation with fresh and citrusy notes. The heart is surprisingly floral with hints of carnation and jasmine, which eventually give way to dry cinnamon notes. The base is a combination of fresh cedar and powdery amber resin.
Old Spice was initially launched in 1937 as 'Early American Old Spice' by William Lightfoot Schultz. It was first introduced as a women's fragrance, and a men's version was released the following year. The brand has since expanded its product line to include colognes, aftershaves, deodorants, and shower gels.
