France: Old Spice brand set for debut

P&G is planning to debut its Old Spice brand in France, Cosmetics Design Europe and Cosmetics Business report.

Focusing primarily on deodorants, the company is intending to retain the tongue-in-cheek marketing for which the Old Spice brand is renowned in the USA. Marketing will feature the "Smell like a man, man" slogan and POS materials explore the brand's history, the boat logo, and its use of Isaiah Mustafa as the face of the brand.

The products being made available initially are Danger Time deodorants (spray, stick and roll-on) and shower gel, Whitewater deodorants (spray, stick and roll-on), shower gel and aftershave, Lagoon spray deodorant and shower gel, Swagger deodorants (spray and stick), shower gel and aftershave, and Champion deodorants (spray, stick and roll-on), shower gel and aftershave.

Old Spice was acquired by P&G in the 1990s, with the brand was given a new humorous twist to appeal to a younger demographic. In France, Old Spice products have previously only been available through online retailers Amazon and Pharmacie Anglaise.

Source: Cosmetics Design Europe / Cosmetics Business