Old Spice

Old Spice:


The first Old Spice® product, 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.

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.

Since purchasing the Old Spice line, P&G has continued to provide many of the original Old Spice products as well as introducing several new products that have enhanced the Old Spice line.