Old Spice
Old Spice's first product, a fragrance called Early American Old Spice for women, was introduced in 1937, followed by Old Spice for men in 1938. Old Spice products were manufactured by Shulton, founded in 1934 by William Lightfoot. Schultz. . The earliest male products were dominated by shaving soap and aftershave lotion. The 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 these products and chose a marine theme for Old Spice. Thus, sailing ships, in particular colonial sailing ships, were used as a trademark. Through constant use and advertising, the various ships have become a valuable brand identifying the Old Spice product for men.
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