Old Spice

The first Old Spice® product, called Early American Old Spice for women, was introduced in 1937, closely followed by Old Spice for men in 1938. The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.

Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, colonial sailing ships were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.

The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the Wesley, Salem, Birmingham and Hamilton.

Procter & Gamble purchased the Old Spice fragrances, skin care, antiperspirant, and deodorant products from the Shulton Company in June 1990.