Which means all the products can be bought by the target group aged between 18 to 35 years. Thus the items are not only available in big city malls like the Walmart, but are also available in the convenient stores in small cities.
Old Spice also started making items like t-shirts, socks and bath towels which has been helping the brand to expand more and create more unique items.
This wide range of items not only makes them unique in the market but also helps them getting more and more consumers. These products are the most sold items of the company as the target of Old Spice are the age group starting from 18 to 35. The range starts from fragrances and deodorants to shower gel, shampoo, after shave lotions, shaving cream etc.
Product Variety: Mainly dealing with the male population, Old Spice has a large range of products with an astonishing variety.Marketing Strategy of Old Spice Brand and the Reasons behind its Success In the 1970s’, Old Spice produced signature perfumes like Old Spice Burley after becoming a fragrance brand shifting from a shaving brand. Other ships named Salem, Birmingham, Recovery, John Wesley, Maria Teresa. The Friendship and The Grand Turk were the original ships which were used on the packaging. So as a trademark, the company started using colonial sailing ships in particular. As a result, he chose a nautical theme for his products. Thus the products of Early American Old Spice were of the colonial theme. Schultz wanted to maintain a colonial framework for his products. In the year of 1990, Old Spice brand was purchased by the American multinational consumer goods corporation, Procter & Gamble. This product received a big thumbs-up in the market and as a result, it was followed by a new product called Old Spice for Men in 1938. Thus, the first Old Spice product was a perfume for women named Early American Old Spice, released in the year of 1937. Schultz was particularly inspired by the Potpourri mixture made by his mother.
Shulton Company, founded by William Lightfoot Schultz in 1934, first started manufacturing the Old Spice products. Now Old Spice sells grooming products only for male including body washes, deodorants, body sprays, aftershaves, antiperspirants and colognes. Over time, as the male products found more success, the company shifted its focus exclusively on those. But after some time, they decided to produce male products too. At first, they had started by releasing products targeted for the women. Old Spice is an American Brand mainly known for its antiperspirant and deodorant products for the male population.