Men deserve the same quality skincare as women.
Women’s personal care products are seen as more gentle, more nourishing, better quality. Especially for Black men, for whom shopper data revealed were overwhelmingly purchasing female body washes.
Rather than fight this truth, Old Spice subverted it. Launching their own line of moisturizing, Lavender-infused personal care… for men.
“Men have skin too.”
One stupid rallying cry gave way to Old Spice’s longest-running campaign, and turned an underperforming collection into the #1 best seller.
Featuring new Old Spice guy, Deon Cole (Black-ish), Gabrielle Dennis (Insecure / A Black Lady Sketch Show), and a slew of celebrity cameos like Patti LaBelle, Nia Long, and Spice Adams.
“Patti LaBelle Swagger Jacks Deon Cole in New Old Spice Commercial”
Awards
GOLD | Sustained Success
Effie Awards (2023)
GOLD | Multicultural
GOLD | Personal Care
ARF David Ogilvy Awards (2023)