About Old Spice
Old Spice is an iconic American men's grooming brand with origins dating back to 1938. Created by the Shulton Company, founded by William Lightfoot Schultz in 1934, Old Spice has spent over 85 years establishing itself as a cornerstone of masculine grooming with its distinctive nautical branding and memorable fragrances. The brand's colonial-inspired aesthetic, featuring sailing ships like the Grand Turk and Friendship, stems from a clever marketing concept that tapped into 1930s American nostalgia for colonial heritage. This timeless design has remained remarkably consistent, making Old Spice instantly recognisable on bathroom shelves worldwide. The signature spicy, masculine fragrance became synonymous with fathers and grandfathers for generations. Procter & Gamble acquired Old Spice in 1990 and successfully reinvented the brand for modern consumers. The legendary 2010 "The Man Your Man Could Smell Like" campaign became a viral sensation, attracting younger customers while honouring the brand's heritage. This rebranding proved spectacularly successful, propelling Old Spice to become the number one antiperspirant/deodorant stick and body wash brand in America. Today's Old Spice range spans the full men's grooming spectrum: aftershaves, deodorants and antiperspirants, shampoos, body washes, shaving cream and soap bars. Whether consumers seek the classic Original scent or modern variants, Old Spice continues delivering the confident, masculine grooming experience that has defined the brand for nearly a century.