Supplier News Breaks Archives
Old Spice expands into men's hair care
January 27th, 2014
CINCINNATI – Old Spice is making a foray into the men's hair care category with the rollout of a new collection of hair care and styling products.
An integrated marketing campaign, including two TV spots, will support Old Spice's new hair care collection.
The Procter & Gamble men's personal care brand said Monday that the Old Spice Hair Care and Styling line features a wide range of shampoos, conditioners and styling products and is aimed at men looking "for hair that gets results." The products are slated to hit store shelves this month.
"With value and brand loyalty as the two biggest purchasing influences for men in this category, we're confident guys using our other products will be excited to see Old Spice in the hair care aisle," stated Janet Allgaier, vice president of global personal care at Procter & Gamble. "Old Spice is known for offering the manliest-smelling products on the planet. Guys' hair can now smell just as amazing and win just as many international arm wrestling matches as the rest of their body."
Old Spice Hair Care products include Drench, a moisturizing shampoo for dry hair; Kickstart, a cleansing shampoo for all hair types; Bulk Up, a 2-in-1 thickening shampoo and conditioner for thin hair; Swagger, a 2-in-1 shampoo and conditioner in one of the brand's three most popular scents; Fiji, a 2-in-1 shampoo and conditioner that smells like palm trees and sunshine; Wolfthorn, a 2-in-1 shampoo and conditioner that's part of the popular Wild Collection; and Pure Sport, a 2-in-1 shampoo and conditioner in the fresh, clean Old Spice scent.
The new Old Spice Hair Styling products include Deadlock Spiking Glue, for an ultimate hold and shine; Cruise Control Forming Crème, for a natural hold and shine; Forge Molding Putty, for a high hold and matte finish; Unruly Texturing Paste, for a medium hold and textured finish; and Spiffy Sculpting Pomade, for a moderate hold and matte finish.
Procter & Gamble said that to support the new Old Spice Hair Care and Styling line, the brand will kick off the "For Hair That Gets Results" integrated marketing campaign, bringing to life "the idea that when a guy has great Old Spice-styled hair, amazing things happen."
The television campaign will launch with two commercials, which can be previewed on the brand's social media channels on Facebook and YouTube this week before its broadcast TV debut on Super Bowl Sunday after the game.