Old Spice was originally made for women.
Shulton’s founder, William Lightfoot Schultz, launched Early American Old Spice in 1937 as a women’s fragrance. The men’s version, added in 1938, was the one that lasted. By the 2000s it read as your grandfather’s aftershave. Then a 2010 ad pitched men’s body wash straight at the women who buy it — and lifted U.S. sales from roughly $280 million to past $1 billion.
Old Spice on Brandseum