Old Spice
Old Spice is an American brand of male grooming products long known for its men’s cologne and aftershave.
Comments
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It's like part of the family!
Fragrances come and go and not many stand the test of time like Old Spice has. Having used the aftershave on and off since university, it never fails to give me a nostalgic flashback of my grandpa coming down the stairs after his shave to cook bacon sambo’s for us grandkids. People must think it’s unusual to see a young guy like me picking up the Old Spice but I don’t care - it’s like part of the family!
kiwijim, New Zealand - 18 September 2007
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Favorable images from people's fond memories
I think that Old Spice cologne really smells awfull, not the deodorant, but Old Spice cologne or aftershave. My grand dad used to wear it. My brother used to wear it. I have tried to wear it. It is just too strong and smelly even when you use a little bit. It is a Lovemark because of its favorable images from people's fond memories and great experiences. Unfortunately, to me the scent is smelly in a bad way.
Jimmy, United States - 28 November 2005
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Has the potential
In speaking with my dad, I believe Old Spice aftershave has the potential to be a strong Lovemark, but isn't there yet. It certainly has respect, my dad and his friends are firm believers in its quality. In fact, when he travelled overseas last year, his best friend, who was having trouble finding Old Spice at home, asked for it for Christmas. Old Spice also fares well in sensuality. The scent greatly appeals to my dad, but what surprised me was how much he likes the aesthetic design of the bottle and unique cap. However, Old Spice lacks mystery. My dad easily associates Old Spice with the sailing ship logo, but doesn’t know the story behind it or its 'colonial' roots. Old Spice has a rich history ripe with opportunity for myth-creation. The problem is, it doesn’t communicate this picturesque history to consumers like my father.
Iris, Canada - 16 November 2004
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The potential to be man's best friend
Old Spice should be a Lovemark. In newer markets it has the potential to be a man's best friend - a product that will never let him down, such that odour and wetness become a thing of the past. In older markets, like the UK, it has the potential to reinvent itself; to fly in the face of the traditional view of the brand and gain respect by doing so.
Keith, Italy - 27 May 2001