Old Spice
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| Old Spice | ||
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| Description | Aftershave | |
| Released | 1938 | |
| By | Shulton | |
| Olfactive family | Oriental | |
| URL | Official Site | |
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. A single picture of one of these ships ,as drawn by famous impressionist painter Jairus Bellamy, is actually on display at the Museum of Modern Art.
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.[citation needed]
In early 2008 the original Old Spice Scent was repackaged as "Classic Scent," both in the After Shave and Cologne versions. Both products now come in plastic bottles in lieu of the original traditional white glass bottles. The stoppers in the top of the product are now red instead of gray.
[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 Signature fragrance as a method of promoting the new scent.
Old Spice currently has three 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. "Original" is aimed at people who prefer the original scent of Old Spice, including a Deodorant Stick, Body Wash, Body Sprays, and a Shaving Product. "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, and Smooth Blast.
Red Zone: Pure Sport, After Hours, Showtime, Glacial Falls, Aqua Reef, Deep Cleansing, Hydrowash, Vitality and Swagger.
Original: "Classic" Scent (Original)
[edit] Marketing
Old Spice is a sponsor of NASCAR driver Tony Stewart, who featured in a TV advertisement showing Old Spice logos printed on the armpits of his Busch Series race suit, signifying both Old Spice being a deodorant and Stewart's numerous wins.
In the 1973 film The Day Of The Jackal, the Jackal (Edward Fox), uses two bottles of Old Spice to hide hair dye which he later uses as part of his disguises.
In the 1975 film Jaws, Police Chief Martin Brody (Roy Scheider), uses Old Spice to add scent to his scarf whilst throwing out chum (and rotten fish) from the back of the boat 'Orca' as they search for the shark.
In the 1982 film E.T. The Extra-Terrestrial, while searching through their garage for spare parts, Elliot and Michael find their dad's old shirt. Michael incorrectly guesses the smell to be Old Spice when Elliot correctly responds Sea Breeze.
In 1989, off his album The Biz Never Sleeps rapper Biz Markie sampled the famous Old Spice whistle for his song "The Dragon," which talks about people with bad odor.
In 2006, Old Spice appears as 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 the film Rush Hour 3, James Carter asks for a case of Old Spice at the front desk of a hotel after emerging from a sewer.
In Eddie Murphy's first comedy album, the comedian does an extensive routine involving Old Spice. The gist of the bit involves a father receiving one package of Old Spice from his entire family for Christmas. Murphy complains that while children receive many gifts for Christmas, a father will only receive Old Spice.
In The Simpsons episode "The Old Man and the Key," Bart finds a bottle of "Old Old Spice" in Grampa's drawer.
In some of the recent NASCAR video games, there is a track called "Old Spice Speedway." In NASCAR 07, a track is called "Old Spice High Endurance Speedway", referencing the more recent kind of Old Spice deodorant.
In a throwaway panel of Baby Blues, Darryl MacPherson is driving a bottle of Old Spice with wheels on it (It was a Father's Day strip).
In the 1992 episode "Burglary" from the english show Bottom, Eddy explains to Richie he is drunk because he drank a bottle of Old Spice.
In 2007, B-movie actor Bruce Campbell or 'the man' starred in a commercial for Old Spice in which he spoke about his experience, dressed in a robe and pacing around in a fancy den. On the table next to the armchair is the Necronomicon, and next to the fireplace is a chainsaw, both references to Campbell's most famous role as Ash Williams, the protagonist of the Evil Dead series. He recently performed in another commercial for Old Spice, singing a lounge version of Duran Duran's "Hungry Like the Wolf" to five attractive women.
In 2008, Will Ferrell promoted Old Spice in character as basketball player Jackie Moon in a co-marketing campaign with the release of the film Semi-Pro. Some of the ads touted humorous promotional items with offers expiring in November 1977.[1]
[edit] References
- ^ Will Ferrell/Jackie Moon Old Spice Semi-Pro Commercials. TV Crunch (February 11, 2008).
[edit] External links
- Old Spice Website
- Overview of the Old Spice Body Spray: "Everything About the Old Spice Body Spray"
- Experience Old Spice Website
- Old Spice Original Scent description at Basenotes Fragrance Directory
- Red Zone Player of the Year official website
- Tony Stewart official website
- Talladega Nights official website
- Bruce Campbell commercial, "Experience is Everything"
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