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The Old Spice brand from Procter & Gamble announced it is introducing an all-new lineup of manly scented bar soaps to the brand's collection of male grooming products. Arriving in stores April 2013, new Old Spice bar soap is available in the brand’s three most popular scents—Fiji, Pure Sport and Swagger.
"With new Old Spice bar soap, we wanted show the more than 40% of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said Joe Arcuri, vice president, North America beauty care at P&G. "We know many guys are living with an unspoken shame—that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."
The new Old Spice bar soap launch also will be supported by a cinema and dedicated online campaign with media banners bringing the marketing creative's tagline—"The Bar Soap You've Been Smelling For"—to life.