Old Spice is an American men's care product brand that includes deodorant and antiperspirant, shampoo, body wash, and soap. It's manufactured by Procter & amp; Gamble.
Originally launched as Early American Old Spice by soap and toiletries company William Lightfoot Schultz, Shulton Inc., in 1937, was first targeted for women, with male products released only before Christmas at the end of the year. Over time when male products find more success, they begin to focus exclusively on those products. Old Spice now sells men's grooming products including antiperspirant/deodorant stick and body wash.
Video Old Spice
Histori
The Old Spice product was produced by the Shulton Company founded in 1934 by William Lightfoot Schultz. Schultz was inspired by his mother's potpourri and as a result, the first Old Spice product in 1937 was the scent of a woman called Early American Old Spice. The product was well received, and therefore followed by Old Spice for men in 1938.
Men's products are dominated by shaving soap and aftershave lotion, marketed with nautical themes. Sailing ships are especially used for brand packaging. The original vessels used on the packaging are Grand Turk and Friendship . Other vessels used on Old Spice packaging include John Wesley , Salem , Birmingham , Maria Teresa < Properties , Recovery , Sooloo , West Star , Constitution , Java >, United States , and Hamilton .
In the 1970s, Old Spice shifted from being a shaver brand to a perfume brand by introducing a signature scent like Old Spice Burley.
In June 1990, Procter & amp; Gamble bought perfume Old Spice, skin care and antiperspirant & amp; deodorant brand from Shulton Company. Throughout the 2000s, Procter & amp; Gamble introduces various forms of deodorant, body wash, and body spray in several scents under the name Old Spice.
In early 2008, the original Old Spice scent was repackaged as "Classic Scent", both in shaved and cologne versions. The white glass bottles gave way to plastic, and the gray plug became red. The Old Spice Classic bath shower is sold using the slogan "The real One If your grandfather does not wear it, you will not be there."
Maps Old Spice
Products
Cologne bottle buoy shaped Old Spice has become a staple product, available in its original scent as well as the newer Pure Sport. In 2006, Old Spice introduced the fragrance, OS Signature, which won the 2006 FHM/Grooming Awards for Best Sporty Fragrance. The Old Spice Red Zone product includes a "Scratch-and-sniff" version of Signature scent. Old Spice launches the Hardest Working Collection in 2016 with antiperspirant and body wash, offering the best protection and performance from the company.
In 2014, Old Spice expanded its product line for male hair care by introducing shampoo, conditioner and hair styling products. These products include:
- Gel
- Putty
- Pomade
- Paste
- Candle
By 2018, Old Spice has seven main lines of care products and each line has a variety of products and scents:
- Classic Collection (including Classic and Fresh)
- Wild Collection (aromas including Bearglove, Wolfthorn, Hawkridge, Foxcrest, Lionpride, and KrakengÃÆ'  ¥ rd)
- Fresh Collection (aromas including Wood, Fiji, Denali, Amber and Citron)
- Red Zone Collection (aromas including Pure Sport, Swagger, Aqua Reef, After Hours, Champion and Live Wire)
- Red Collections (scents including Captains, Ambassadors, Nomads, and Desperados)
- High Endurance Collection (including Pure Sport, Original, and Fresh)
- Most Difficult Working Collections (including Lasting Legend, Pure Sport Plus, Swagger Stronger, Toughher Timber, Fresher Fiji, Extra Fresh and Steel Courage)
Ads
An advertising campaign developed by Wieden Kennedy in 2010 featuring Isaiah Mustafa became popular after the first ad, entitled The Man Your Man Could Smell Like, became viral. [2] After this campaign, Old Spice introduced Fabio Lanzoni to challenge Isaiah Mustafa for the title of Old Spice Guy in an online advertising campaign.
After the success of "The Man Your Man Could Smell Like", Old Spice was released, "The Response Campaign". For two and a half days, the brand filmed one hundred and eighty-six videos featuring Isaiah Mustafa engaged in conversations with fans and celebrities. The campaign gained over 40 million views after its first week, seen more from President Obama's acceptance speech in 2008, and caused Old Spice to secure the # 1 most viewed channel channel spot on YouTube.
Old Spice has partnered with the NFL and featured football stars including: Ray Lewis, Greg Jennings, and Wes Welker in various TV and digital campaigns. In 2012, former NFL player Terry Crews is featured in the viral hit brand "Muscle Music". Interactive video allows people to make music through different musical instruments cheated for the appropriate muscle on Terry's body.
In 2013, Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman.
The "Momsong" ad became viral in 2014 as part of the Smellcome to Manhood campaign.
The Creating Smellmitment ads with Isaiah Mustafa and Terry Crews debuted in 2015, promoting Timber (or Swagger) and Bearglove.
In early 2016, Old Spice introduced a new brand character, Legendary Man, with two TV commercials "Rocket Car" and "Whale" to launch the Hardest Working Collection. Old Spice also launched a series of digital infomercials with Canadian actor Steven Ogg. In early 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaign for the Red Zone product collection.
Awards
Old Spice has garnered 37 awards in 2016 at the Cannes Lions International Festival of Creativity. Most strikingly, the brand was awarded two Cannes Lions Gold for Creative Effectiveness for "The Man Your Man Could Smell Like" in 2011 and "Smellcome to Manhood" in 2016.
References
External links
- Old Spice Site
- Old Spice Original Scent in Basenotes Fragrance Directory
- Old Spice Collection
- Old Spice YouTube
Source of the article : Wikipedia
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