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P&G's Old Spice Expands Into Hair Care

Posted: January 27, 2014

The Old Spice brand from Procter & Gamble announced its expansion into the men's hair care category with the introduction of a new collection of hair care and styling products developed to further enhance the day-to-day grooming regimen of guys everywhere, including the brand's loyal users of Old Spice deodorant, body wash, body spray, bar soap and shave products. The new Old Spice Hair offerings feature an assortment of shampoos, conditioners and styling products designed to give guys the hair, and confidence, they need to succeed.

"With value and brand loyalty as the two biggest purchasing influences for men in this category, we're confident guys using our other products will be excited to see Old Spice in the hair care aisle," said Janet Allgaier, vice president of global personal care at Procter & Gamble.

To support the launch of the new Old Spice Hair Care and Styling product line, Old Spice will introduce its new "For Hair That Gets Results" integrated marketing campaign, bringing to life the idea that when a guy has great Old Spice-styled hair, amazing things happen. Similar to other iconic and memorable Old Spice marketing campaigns, the "For Hair That Gets Results" television creative developed by Wieden+Kennedy illustrates the "transformational" powers of the brand's products in the most ridiculous, over-the-top fashion. The TV campaign will launch with two spots, "Meeting" (:30/:15) and "Boardwalk" (:15), which can be previewed on the brand's social media channels on Facebook and YouTube before their broadcast television debut on Super Bowl Sunday following the game.

As to the actual products, Old Spice shampoos and conditioners are specifically formulated for guys with differing hair types and feature 2-in-1 shampoo and conditioners in some of the brand's most popular scents. And the Old Spice styling products look to deliver awesome looking hair with the least amount of effort. Guys no longer have to be intimidated with choosing the styling product that's right for them. Each of the five Old Spice styling products offer a description and visual silhouette on the packaging to help educate guys about the styler that best fits their specific hair type. The products include Deadlock Spiking Glue, Cruise Control Forming Crème, Forge Molding Putty, Unruly Texturing Paste and Spiffy Sculpting Pomade.