Fragrance house

Old Spice

Old Spice originated in 1937 under Shulton as a fragrance aimed at women, before Shulton introduced the men’s fragrance in 1938. Its early visual identity featured ship-emblazoned packaging, beginning with the sailing vessel Grand Turk and expanding to additional ships from the 1940s. American Cyanamid sold Old Spice to Procter & Gamble in 1990, and Procter & Gamble remains its owner. The brand introduced a men’s body wash in 2003; after losing ground by 2006, it appointed Wieden+Kennedy as its advertising agency. In February 2010, the agency launched the Smell Like a Man, Man campaign, including “The Man Your Man Could Smell Like,” establishing a humorous, direct-to-camera advertising voice featuring Isaiah Mustafa. Old Spice’s identity now brings together nautical packaging and fragrance heritage with self-aware humor about masculinity. Its defining fragrance legacy is the original men’s Old Spice scent introduced in 1938.