Smells Like Nostalgia (With a Twist)

The story behind Old Spice and its timeless swagger.

Old Spice’s origin story is as layered as its fragrance. Back in 1937, it didn’t start out as a men’s staple. Nope—Old Spice first launched as a women’s scent called "Early American Old Spice," a blend inspired by the founder’s mom’s potpourri (because who doesn’t want to smell like their mom’s living room?). But William Lightfoot Schultz, the founder, quickly saw potential beyond lace doilies and colonial decor. By 1938, Old Spice for Men debuted with a nautically themed line that reeked of adventure—and shaving soap.

Why the ships on the bottles? Schultz wasn’t just leaning into a cool aesthetic. He tapped into America’s fascination with its maritime past. The ships—like the Grand Turk and the Friendship—weren’t random. They were real, historical vessels that once braved the high seas, a metaphor for the rugged, adventurous spirit Old Spice wanted to embody. Basically, they made you smell like a man who could captain a schooner, even if you were just riding the subway.

Fast forward to the 1970s, and Old Spice evolved from a shaving line to a full-on fragrance icon. With scents like Old Spice Burley, it leaned into the “man’s man” image just as mustaches and disco hit their stride. The ads? Cheesily perfect. They told you Old Spice wasn’t just cologne—it was confidence in a bottle.

Then came the Procter & Gamble era. By the 2000s, Old Spice had traded glass bottles for plastic ones and added deodorants, body washes, and body sprays to its lineup. But it wasn’t just the products that changed; the brand’s personality got a revamp too. From the hilarious “Smell Like a Man, Man” commercials to the unforgettable centaur guy, Old Spice became the fragrance of choice for men who didn’t take themselves too seriously but still wanted to smell fantastic.