Men deserve the same quality skincare as women.
When it came to personal care, women’s moisturizers and body washes were seen as more gentle, more nourishing, better quality. Especially for Black men, for whom shopper data revealed were overwhelmingly purchasing women’s skincare products. Rather than fight this truth, we subverted it.
“Men have skin too.”
One simple 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)