Origins (1937)

Old Spice was introduced by William Lightfoot Schultz, founder of the Shulton Company, in 1937. Contrary to its modern association with male grooming, the first Old Spice product was not designed for men. It was launched as Early American Old Spice, a fragrance intended specifically for women.

The product’s colonial American theme drew inspiration from the popularity of early American history and furniture during the 1930s. Schultz incorporated nautical imagery and traditional American aesthetics to establish a premium, nostalgic identity.

Expansion to Men’s Grooming (1938)

Following the success of the women’s fragrance, Shulton introduced Old Spice for Men later in 1937, with broader availability achieved by 1938.

The initial men’s lineup included:

• After Shave Lotion
• Shaving Soap
• Cologne
• Shaving Mug Soap

Unlike the women’s version, the men’s collection adopted a distinctive nautical theme, featuring sailing ships that would become one of the brand’s defining visual identities.

Over the decades, Old Spice packaging has featured numerous historic sailing vessels, including:

• Grand Turk
• Friendship
• Constitution
• United States
• Java
• Birmingham
• Salem
• Hamilton

These ships symbolised adventure, masculinity, exploration and craftsmanship.

1940s–1960s

During World War II and the subsequent decades, Old Spice established itself as one of America’s best-selling men’s grooming brands. Its aftershave became a staple in barbershops and households, cementing its status as one of the defining masculine scents of the mid-20th century.

1970s

Old Spice expanded beyond shaving products into broader fragrance categories. New scents were introduced, including:

• Old Spice Burley
• Cologne products
• Gift sets

During this period, the brand gradually evolved from a shaving company into a comprehensive men’s fragrance brand.

Acquisition by Procter & Gamble (1990)

In June 1990, Procter & Gamble (P&G) acquired the Old Spice brand from the Shulton Company.2

Following the acquisition, P&G modernised the product line by introducing:

• Stick deodorants
• Antiperspirants
• Body washes
• Body sprays
• Hair care products

Packaging also shifted from glass bottles to plastic containers whilst retaining the recognisable red-and-white branding.2

By the early 2000s, Old Spice had developed a reputation as an “older generation” brand. P&G revitalised the marque through:

• Modern fragrances
• Bold packaging
• Humorous advertising
• Products aimed at younger consumers

This strategy successfully transformed Old Spice into one of the fastest-growing men’s grooming brands.5

In 2010, Old Spice launched one of the most successful advertising campaigns in modern marketing history.

Starring Isaiah Mustafa, the commercials featured the tagline:

“Hello, ladies. Look at your man, now back to me…”

The campaign became a viral phenomenon due to its:

• Fast-paced humour
• Absurd comedy
• Social media engagement
• Interactive personalised videos

It dramatically increased brand awareness and helped reposition Old Spice as a contemporary, youthful brand.3

Old Spice currently offers a wide variety of men’s grooming products, including:

Deodorants

• High Endurance
• Swagger
• Fiji
• Bearglove
• Timber
• Captain
• Krakengård
• Pure Sport

Body Washes

• Swagger
• Fiji
• Captain
• Volcano
• Oasis
• Night Panther
• Gentleman Series

Hair Care

• Shampoo
• Conditioner
• 2-in-1 Shampoo & Conditioner

Fragrances

• Cologne
• After Shave
• Classic Scent

Beard Care

• Beard Oil
• Beard Balm
• Beard Wash

Shaving

• Shaving Cream
• Shave Gel
• Aftershave Lotion

Some of Old Spice’s most recognised scent lines include:

• Original (Classic)
• Swagger
• Fiji
• Bearglove
• Captain
• Timber
• Pure Sport
• Wolfthorn
• Krakengård
• Oasis
• Volcano
• Night Panther

Old Spice is known for combining:

• Humour
• Masculinity
• Adventure
• Confidence
• Self-expression

Its marketing often embraces exaggerated, surreal comedy whilst encouraging men to express personality through grooming products.

Old Spice products are recognised by:

• Bright red containers
• White typography
• Nautical motifs
• Sailing ship logos
• Bold scent-specific colour schemes

The classic aftershave bottle remains one of the most iconic designs in men’s grooming.

Old Spice products are sold across:

• North America
• Europe
• Asia
• Australia
• Latin America
• Africa

The brand has become one of P&G’s flagship global grooming brands.

Old Spice has had a lasting influence on men’s grooming and advertising by:

• Helping popularise daily aftershave use in the mid-20th century.
• Transitioning from a heritage brand to a modern lifestyle brand through memorable marketing.
• Setting a benchmark for viral advertising with its 2010 campaign.
• Remaining one of the most recognisable names in men’s personal care worldwide.4

From its beginnings as a women’s fragrance in 1937 to its current status as a global men’s grooming brand, Old Spice has continually reinvented itself whilst preserving its recognisable identity. With nearly nine decades of history, it remains one of the most enduring and influential brands in the personal care industry, combining heritage with modern marketing and a broad portfolio of grooming products.

1. Old Spice
2. Why brands are reviving the past to win new customers
3. OLD SPICE Trademark of SHULTON, INC. – Registration Number 0930948 – Serial Number 72375245 :: Justia Trademarks
4. 40 years ago…And now- Old Spice: Long way to sail before dropping anchor | Marketing Features – Business Standard
5. Old Spice | Legendary Scents for Legendary Men