Spice up his life

By Danielle DesRosiers

“If your grandfather hadn’t worn it, you wouldn’t exist.” Old Spice’s cheeky new tagline, and a recent lineup of even cheekier commercials, has helped make the made-famous-by-granddad grooming brand cool and current.

The brand, which has been around since 1937, was originally intended for women. Who knew? Old Spice for men quickly followed in 1938, and soon dominated the shaving and deodorant market.

Today, Old Spice is one of the number-one selling men’s fragrances in North America. With its base notes of ambergris and musk, and top notes of nutmeg and orange, it qualifies as an icon of masculinity. Founded by the Shulton Company and acquired by P&G IN 1990, the original scent still carries its signature he-man visual—the sailing ship. (After all, what could be more manly than a sailor?)

Although firmly a senior citizen, Old Spice shows no signs of slowing down. This season, it’s fathered two new scents in the Old Spice About Wild Collection—Hawkridge and Wolfthorn—just in time for Father’s Day.

Hawkridge combines rich gourmand notes with musk and sandalwood, while Wolfthorn delivers a more subtle fragrance punch, with a citrus top note and a creamy vanilla finish.

Definitely fragrances befitting a new generation.

Watch the super-tongue-in-cheeky Old Spice commercials.