What Happened To The Original Old Spice Scent?

Old Spice is an American brand of men’s grooming products that was first introduced in 1937 by the Shulton Company. The original Old Spice fragrance was launched as an aftershave lotion for men and quickly became popular for its spicy, robust scent. According to Wikipedia, the original Old Spice scent contains notes of citrus, cinnamon, cloves, and nutmeg. For many decades, this distinctive fragrance was the signature smell associated with the Old Spice brand.

Launch and Early Success

The original Old Spice fragrance was first launched in 1937 by the Shulton Company, founded by William Lightfoot Schultz (https://en.wikipedia.org/wiki/Old_Spice). When it was initially released, Old Spice was marketed exclusively to women. However, a corresponding men’s version was launched in 1938 just before Christmas (https://www.therazorcompany.com/blogs/history-of-wet-shaving/the-history-of-old-spice).

The original Old Spice scent for men proved to be very successful upon launch. It was featured prominently in drugstores and barbershops, helping drive strong sales. Old Spice captured the market for high-end shaving products for men, becoming an icon in the process.

Changing Times

As cultural norms and consumer tastes evolved over the decades following Old Spice’s initial launch, the classic scent’s popularity began to wane. By the 1970s, the rise of the counterculture and anti-establishment sentiment led to backlash against Old Spice as a symbol of the older generation. The scent was seen as “your grandfather’s cologne” and no longer appealed to younger consumers exploring new styles and embracing social change (Mintzel).

By the 1990s, the grunge era and its celebration of authenticity and rejection of artificiality further diminished Old Spice’s standing. The original scent’s classic notes suddenly seemed outdated and inauthentic to many men. As writer Jack Edward put it, “The spice-laden aromatic that once evoked a gentleman sailing the high seas increasingly felt synthetic and phony.” The 1990s also saw the rise of Axe and other body sprays targeting a younger male demographic with newer, edgier scents (Truefitt & Hill).

So while Old Spice enjoyed decades of popularity after its 1938 launch, shifting tastes and culture eventually made the classic fragrance seem obsolete and out-of-touch to newer generations of male consumers.

Reformulation

The original Old Spice scent was first introduced in 1937 and remained largely unchanged for decades. However, in the 1990s, Procter & Gamble reformulated the fragrance to make it more modern and youthful.

According to sources, the first major reformulation happened in the 1990s (1). This reformulation was likely done to update the old-fashioned scent and appeal to a younger demographic. The original Old Spice had a classic barbershop scent with prominent notes of citrus, spices, and wood. The 1990s reformulation introduced more aquatic, ozonic, and green notes to smell fresher and more modern.

Further minor tweaks and reformulations occurred in the 2000s and 2010s (2), adjusting the fragrance slightly over time. However, the core DNA of the reformulated 1990s fragrance remained largely the same. The motive behind the ongoing minor reformulations was to continue updating the scent to align with changing consumer tastes and preferences.

Marketing Pivot

In the early 2000s, Old Spice faced declining sales as the brand struggled to connect with younger consumers. According to World’s best ads ever #4: Old Spice returns with ‘The Man Your Man Could Smell Like’, Old Spice held a large portion of the US men’s grooming market in the 1990s, but began losing ground to trendier brands like Axe by the early 2000s.

In an effort to modernize the brand’s image and appeal to younger demographics, Old Spice launched new product lines like Red Zone body sprays in 2002. As described in Old Spice case study, the company introduced marketing spin-offs targeting younger men, shifting away from the classic Old Spice sailor in an attempt to revitalize the aging brand.

New Fragrances

In the 2000s, Old Spice began introducing a range of new fragrances that appealed to a younger demographic. In 2002, it launched the fresh, aquatic scent Red Zone to target the teen male market ¹. This was followed in 2003 by Pure Sport, a citrusy fragrance marketed towards active men interested in sports and fitness ².

Other popular new scents included Matterhorn, Denali, and Champion. These fragrances moved away from the classic Old Spice scent profile and incorporated more contemporary notes like melon, ginger, and cedarwood. The marketing also shifted to feature young athletes and emphasize high-energy activities.

While loyal fans of the original Old Spice scent were disappointed, the company found success in targeting a new generation of male consumers. These light, vibrant fragrances helped drive the brand’s resurgence in the 2000s.

Discontinuation

The original Old Spice scent was discontinued in 2010 when Procter & Gamble reformulated the product line. According to P&G, the decision to discontinue the original fragrance was made due to “changing consumer preferences”.

As reported on Reddit, “Classic deodorant (3.25 oz) is indeed discontinued (P&G said if enough people request it back, they might remake it).” [1]

This led to some backlash among loyal users of the original scent. However, P&G stood by the decision, focusing their efforts on new Old Spice fragrances and brand revitalization.

Consumer Response

Many consumers who used Old Spice Original over the years developed a strong nostalgic attachment to the classic scent. When it was discontinued, there was an outpouring of calls to bring it back, driven largely by this sense of nostalgia.

Several online petitions emerged pleading for the return of Old Spice Original, including one on Change.org started in 2015 with over 1,300 signatures: “Bring back the Old Spice Original Deodorant Spray!” The petition described the scent as “the most masculine smelling deodorant out there” and stated that “Old Spice believes that there is ‘no longer a demand’ for it.”

On Reddit and other forums, many former users echoed this nostalgic longing. As one Redditor put it: “Back in 2015, loyal Old Spice users were sneakily robbed of an amazing scent they could always rely on.” The outpouring demonstrates the powerful bond consumers built with the original scent over decades.

Legacy

The original Old Spice scent had a lasting cultural impact and became an iconic symbol of masculinity for generations. First introduced in 1937, it was one of the first mass-marketed aftershave and cologne products. With its distinctive nautical theme and memorable fragrance notes of citrus, cinnamon, and clove, Old Spice quickly became the best-selling aftershave in America by the 1950s (OLD SPICE-A CULTURAL PHENOMENON!).

Old Spice was a staple in many men’s bathrooms and deeply ingrained itself into popular culture. Its memorable “The Man Your Man Could Smell Like” advertising campaign in 2010 ushered in a new era for the brand while still paying homage to its history and reputation (Old Spice: Smell Like A Man, Man). Even after reformulations, Old Spice’s original scent and branding maintains a strong nostalgic appeal and connection to masculinity that keeps the legacy of this iconic fragrance alive.

Possibility of Revival

The original Old Spice scent has a strong nostalgic connection for many consumers. Though Procter & Gamble retired it in favor of more modern fragrances, there is still demand for the classic scent. In recent years, increasing numbers of men have requested Old Spice bring back the original scent. Many have left reviews on the Old Spice website asking them to revive it and saying the new fragrances don’t compare.

While Procter & Gamble has not announced plans to reintroduce the vintage Old Spice fragrance, the company is clearly aware of consumer interest. In 2016, Old Spice released a limited edition “Classic” scent with packaging reminiscent of the original that was meant to evoke nostalgia. However, it was not an exact replica of the original fragrance. Still, this shows Old Spice recognizes the legacy and emotional connection many men have to the classic Old Spice scent.

If consumer demand remains strong, it’s possible Procter & Gamble could decide to bring back the vintage fragrance on a limited basis, or even as a permanent addition to the Old Spice line. With the right marketing focused on nostalgia, a revival of the original scent could tap into long-time brand loyalists. For now, men wanting that classic Old Spice smell will have to search secondary markets and vintage stores. But never say never – the iconic fragrance could make a comeback someday.