Old Spice
From Wikipedia, the free encyclopedia
Old Spice is a popular men's cologne or aftershave as well as the brand name for a line of related products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company.
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 the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products 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 one of the most popular deodorant/anti-perspirants, ranking No. 2 in US sales behind Unilever's Axe.
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.
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| 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 | Bounty | Braun | Charmin | CoverGirl | Crest | Downy | Dreft | Duracell | Fairy | Febreze | Folgers | Gillette | Head & Shoulders | Iams | Ivory | Max Factor | Olay | Old Spice | Oral-B | Pampers | Pantene | Pringles | Swiffer | Tampax | Tide | Torengos | Zest |
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Annual Revenue: $55.4 billion USD ( |
