Old Spice
From Wikipedia, the free encyclopedia
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.
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[edit] History
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.
Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining 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. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.
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.
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. More recently, P&G has introduced many forms of deodorant sticks, body washes, and body sprays in several scents under the Old Spice brand. Old Spice is now the No. 1 antiperspirant/deodorant stick and body wash brand in the United States.
[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 FHM’s 2006 Grooming Award for Best Sporty Fragrance. Current Old Spice Red Zone products include a "Scratch-and-sniff" version of the OS Fragrance as a method of promoting the new scent.
Old Spice currently has two 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. "Red Zone" is aimed as a higher-end line, including an antiperspirant, deodorant, body wash, and body spray. The High Endurance line has a line tied into Old Spice-sponsored NASCAR driver Tony Stewart that was launched in 2006.
They also come in various fragrances.
High Endurance: Pure Sport, Fresh, Arctic Force, Pacific Surge, Original, Mountain Rush, Smooth Blast
Red Zone: Pure Sport, After Hours, Showtime, Glacial Falls, Aqua Reef, Deep Cleansing, Hydrowash, Vitality
[edit] Popular Culture
In 2006, Old Spice was chosen to be the sponsor of Ricky Bobby's teammate, Cal Naughton, Jr. in the film Talladega Nights: The Ballad of Ricky Bobby.
In the movie Deep Throat, Linda Lovelace is shown shaving her pubic hair with an Old Spice shaving kit while the soundtrack plays a sea shanty.
In 2007, famed director and actor Bruce Campbell did a very well-received commercial for Old Spice.
Old Spice is a sponsor of NASCAR driver Tony Stewart.
In the movie Red Dragon, Anthony Hopkins as Hannibal Lecter makes fun of Edward Norton's choice of aftershave suggesting that it is from "the bottle with a little ship on it", which is a clear reference to the Old Spice signature schooners. He also makes a further joke about Old Spice's aftershave when he says that "it is something a child would wear".
[edit] External links
- Old Spice Website
- Experience Old Spice Website
- Red Zone Player of the Year official website
- Tony Stewart official website
- Talladega Nights official website
- Bruce Campbell commercial, "Experience is Everything"
| Procter & Gamble Co. | |
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Corporate Directors: Norman Augustine | Bruce Byrnes | R. Kerry Clark | Scott D. Cook | Joseph Gorman | A. G. Lafley | Charles R. Lee | Lynn M. Martin | W. James McNerney, Jr. | Johnathan Rodgers | John F. Smith, Jr. | Ralph Snyderman | Robert Storey | Margaret Whitman | Ernesto Zedillo |
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Brands: Always | Ariel | Aussie | Bounty | Braun | Charmin | Cheer | Clairol | CoverGirl | Crest | Downy | Dreft | Duracell | Eukanuba | Fairy | Febreze | Folgers | Gillette | Head & Shoulders | Herbal Essences | Iams | Ivory | Joy | Luvs | Max Factor | Metamucil | Noxzema | Olay | Old Spice | Oral-B | Pampers | Pantene | Pringles | Puffs | Pur | SK-II | Swiffer | Tampax | Tide | Vicks | Zest |
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Annual Revenue: $55.4 billion USD ( |
