Old Spice Expands Lineup into Men's Hair Care, Now Has Guys Covered from
Head to Toe
*New hilarious "For Hair That Gets Results" television creative released on
Old Spice social media channels before broadcast television debut on Super
*Old Spice Hair is latest extension of "Smellcome to Manhood" integrated
marketing campaign introduced earlier this month.
CINCINNATI -- January 27, 2014
The Old Spice brand from Procter & Gamble (NYSE:PG) today announced its
expansion into the men's hair care category with the introduction of an
all-new collection of hair care and styling products developed to further
enhance the day-to-day grooming regimen of guys everywhere, including the
brand's loyal users of Old Spice deodorant, body wash, body spray, bar soap
and shave products. Arriving in stores this month, the new Old Spice Hair
offering features an assortment of shampoos, conditioners and styling products
designed to give guys the hair – and confidence – they need to succeed. For
men looking "For Hair That Gets Results," Old Spice finally has the answer.
Old Spice Hair That Gets Results (Photo: Business Wire)
Old Spice Hair That Gets Results (Photo: Business Wire)
"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," said 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."
To support the launch of the new Old Spice Hair Care and Styling product line,
Old Spice will introduce its new "For Hair That Gets Results" integrated
marketing campaign, bringing to life (literally) the idea that when a guy has
great Old Spice-styled hair, amazing things happen – like phone numbers from
attractive females and absolute domination at a carnival claw machine. Similar
to other iconic and memorable Old Spice marketing campaigns, the "For Hair
That Gets Results" television creative developed by Wieden+Kennedy (Portland,
Ore.) illustrates the "transformational" powers of the brand's products in the
most ridiculous, over-the-top fashion.
The TV campaign will launch with two spots, "Meeting" (:30/:15) and
"Boardwalk" (:15), which can be previewed on the brand's social media channels
on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice) this
week before its broadcast television debut on Super Bowl Sunday following the
Old Spice Hair Care and Styling Product Lineup
Hair Care Product Lineup:
Old Spice shampoos and conditioners are specifically formulated for guys with
differing hair types and feature 2-in-1 shampoo and conditioners in some of
the brand's most popular scents.
*Drench – Moisturizing shampoo for dry hair.
*Kickstart – Cleansing, manly shampoo for all hair types.
*Bulk Up – 2-in-1 thickening shampoo and conditioner for guys with thin
*Swagger – 2-in-1 shampoo and conditioner in one of the brand’s three most
popular, subtle yet supremely confident scents.
*Fiji – 2-in-1 shampoo and conditioner that smells like palm trees,
sunshine and freedom.
*Wolfthorn – 2-in-1 shampoo and conditioner, part of the popular Wild
Collection, a smooth scent for nocturnal creatures.
*Pure Sport – 2-in-1 shampoo and conditioner in the fresh, clean, masculine
and hugely popular Old Spice scent.
Hair Styling Product Lineup:
Old Spice styling products deliver awesome looking hair with the least amount
of effort. Guys no longer have to be intimidated with choosing the styling
product that's right for them. Each of the five Old Spice styling products
offer a description and visual silhouette on the packaging to help educate
guys about the styler that best fits their specific hair type.
*Deadlock Spiking Glue – Ultimate Hold and Shine, for hair that always
stands its ground.
*Cruise Control Forming Crème – Natural Hold and Shine, for hair that
doesn't try too hardand doesn’t have to.
*Forge Molding Putty – High Hold and Matte Finish, for hair that's sturdy,
*Unruly Texturing Paste – Medium Hold and Textured Finish, for hair that
just wants to mess around.
*Spiffy Sculpting Pomade – Moderate Hold and Matte Finish, for hair that's
reworkable, again and again.
For more information on the new Old Spice Hair Care and Styling product line
and the brand's "For Hair That Gets Results" campaign, visit OldSpice.com. Old
Spice also can be found on Twitter (@OldSpice), Facebook
(Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice) and Instagram
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With
75 years as an American icon, Old Spice is the authority on the male grooming
experience and has leveraged this heritage to become the No.1 selling
anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old
Spice brings authenticity, performance and confidence to male grooming and
offers a wide product portfolio for today’s man, including anti-perspirants,
deodorants, bar soap, body washes, body sprays, after shaves and colognes.
About Procter & Gamble
P&G serves approximately 4.8billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®,
Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®,
Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®.The P&G
community includes operations in approximately70countries worldwide. Please
visithttp://www.pg.comfor the latest news and in-depth information about P&G
and its brands.
Photos/Multimedia Gallery Available:
Procter & Gamble
Kate DiCarlo, 513-983-7166,
Jessica Johnston, 213-996-3784,
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