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 feel for those products and chose a nautical theme of 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 the Old Spice packaging include the Wesley, Salem, Birmingham and Hamilton. The Clipper ship was replaced by the Sailboat/Yacht logo on the fragrance bottles in February 1992.
Since purchasing the Old Spice line in June 1990, we have continued to provide many of the original Old Spice products and have introduced several new products that have enhanced the Old Spice line.
Old Spice was introduced into the UK in 1957 when, prior to this, the concept of male toiletries was practically unknown. A very small number of products were available in the UK and the market was extremely small and under developed. With the launch of Old Spice, the sale of men's toiletries grew impressively.
Old Spice’s fragrance remains key to the brand, helping it to remain one of the best selling mass market male fragrances in the world.