Old Spice Unveils New “Men Have Skin Too” Campaign Depicting Skincare Inspired Grooming Products Made From Real Ingredients Offering Benefits That Partners and Family Members Secretly Crave

CINCINNATI–(BUSINESS WIRE)–Old Spice understands that whereas males love Old Spice, girls like it too, which is why the model premiered the sequel to its award-winning “Men Have Skin Too” marketing campaign. In the sequel, the model introduces new characters, together with music icon Patti LaBelle, who joins the model as its first official “Old Spice Guy Mother-in-Law,” showing alongside returning actors Deon Cole (Black-ish, Grown-ish) and Gabrielle Dennis (Black Lady Sketch Show, The Upshaws). The well timed spot tackles the stress of cohabitation and highlights new additions to the model’s Fresher Collection, a line of anti-perspirant/deodorants, lotions and physique washes with skin-care impressed advantages and substances like shea butter and coconut oil.

The “Men Have Skin Too” marketing campaign includes a collection of advertisements with Cole and Dennis that showcase how small occurrences develop into massive issues, like borrowing your companion’s physique wash. And after greater than a yr of dwelling in shut quarters with prolonged household and companions, Old Spice understands how a bottle of Moisturize with Shea Butter physique wash can run out quick with everybody reaching for it over how easy and hydrated it makes their pores and skin really feel!

Women’s merchandise have lengthy been seen as superior and are recognized for delivering sought-after pores and skin advantages like superior hydration, whereas some males understand males’s merchandise lag. Old Spice’s Fresher Collection and its modern formulation for pores and skin advantages, that includes actual substances and fragrances, have shattered this notion. Simply put, it’s so good, companions and relations crave it and favor it over what they use as we speak. And research present cohabitation is blurring the traces of couple’s grooming habits. A latest Old Spice survey carried out by Wakefield Research additionally uncovered that:

49% of ladies admit to having used their companion’s merchandise up to now yr

72% of males discover pores and skin advantages like moisturizing or exfoliation essential when shopping for grooming merchandise.

With a number of merchandise within the Fresher Collection resembling – Fiji Antiperspirant and Body Wash, Fiji with Coconut Hand & Body Lotion – guys not need to go to the ladies’s aisle to seek out grooming merchandise that deal with his pores and skin.

“The demand for males’s merchandise with skincare advantages has risen tremendously and we’re dedicated to increasing the Fresher Collection to fulfill this demand to provide guys merchandise they love,” mentioned Matt Krehbiel, Old Spice vp at Procter & Gamble. “We’ve additionally found that companions and relations love Old Spice and this marketing campaign takes an over-the-top have a look at humorous relationship dynamics that might lead to hilarious eventualities, together with once you discover your mother-in-law utilizing your merchandise too. We can all relate after the distinctive dwelling conditions of the previous 18 months. And who’s extra relatable and revered as THE Patti LaBelle? As our Mother-in-Law, Ms. LaBelle introduced an incredible power that blends completely with the marketing campaign. We’re honored to have Ms. LaBelle as a part of our Old Spice household.”

“Old Spice is an iconic model that makes nice smelling merchandise. And I’ve at all times beloved their commercials, so I’m thrilled to play the Mother-in-Law within the ‘Men Have Skin Too’ sequel,” says Patti LaBelle. “The males in my life have been utilizing Old Spice for years and the merchandise are so good, I’ve been recognized to make use of them myself now and again.”

The marketing campaign, which first premiered in 2019, shortly grew to become a fan favourite due to its genuine depiction of a younger, black couple and real-life relationship tensions that {couples} expertise every day, together with when the spouse is caught sneaking her husband’s Old Spice physique wash…and he has to remind her that “Men Have Skin Too.”

Men Have Skin Too — The Sequel

Created by Weiden + Kennedy (Portland), the marketing campaign launches with “Mother-in-Law,” that includes LaBelle within the title position, debuting on nationwide tv throughout the NBA Conference Finals and Rick and Morty on June 28. Subsequent spots will air over the approaching months on nationwide tv and the Old Spice YouTube Channel, and will embody extra shock superstar cameos.

“Mother-in-Law” (:30 / :15) – Now her mother is utilizing his Old Spice. Has she gone too far?

“Breakthrough” (:30 / :15) – Even the strongest relationships have a breaking level.

“Car Ride” (:30 / :15) – There’s a cover-up involving one of the crucial beloved Old Spice scents.

“Skincriminating Evidence” (:15) – Caught pink handed utilizing his Old Spice physique wash.

Fans can comply with the built-in marketing campaign throughout social media at #MenHaveSkinToo.

Old Spice “Skin Deep” Survey

Nearly half of ladies (49%) have borrowed hair or physique care merchandise from their vital different up to now six months

29% of ladies who used their companion’s grooming merchandise reached for the physique wash

24% of ladies who borrowed their companion’s physique and hair care merchandise did so as a result of they’re higher high quality or higher scent!·

And the previous 18 months of sharing and togetherness hasn’t at all times made for home bliss: practically 2 in 5 (39%) admit they’ve disagreed extra with their vital different now than earlier than the pandemic!

The Old Spice “Skin Deep” Survey was carried out by Wakefield Research amongst 1,000 people who find themselves cohabitating, between June eleventh and June 14th, 2021.

Old Spice Fresher Collection

Products within the Fresher Collection that includes actual substances with actual advantages, contains:

Fiji with Coconut Oil Hand & Body Lotion: This light-weight formulation replenishes dry pores and skin with 24-hour hydration moisturization and delivers wonderful Fiji scent

Fiji with Palm Tree Antiperspirant: 48-hour sweat and odor safety

Fiji with Palm Tree Body Wash: The ridiculously long-lasting refreshing Fiji scent retains you smelling like a tropical island all day lengthy

Hydrate with Aloe Body Wash: A thick, lathery refreshing physique wash, cast with actual substances that may deeply hydrate the pores and skin simply after one use

Moisturize with Shea Butter Body Wash: A fruity perfume, rounded out with candy vanilla and amber

For extra info on the total Fresher Collection lineup, go to the product web page at https://oldspice.com/physique/.


Procter & Gamble’s Old Spice is the quintessential grooming model. With greater than 80 years as an American icon, Old Spice is the authority on grooming expertise and has leveraged this heritage to develop into the No.1 promoting anti-perspirant and deodorant model for guys within the United States. Old Spice gives an entire product portfolio for as we speak’s evolving wants, together with anti-perspirants, deodorants, physique washes, physique sprays, shampoos and hair stylers. Check Old Spice out at www.oldspice.com, Facebook (http://www.fb.com/OldSpice), Twitter (@OldSpice) and Instagram (@oldspice).


The Old Spice “Skin Deep” Survey was carried out by Wakefield Research (www.wakefieldresearch.com) amongst 1,000 members of {couples} who’re cohabitating, between June eleventh and June 14th, 2021, utilizing an electronic mail invitation and a web based survey. The information has been weighted to make sure dependable and correct illustration of {couples} who’re cohabitating. For the interviews carried out on this explicit research, the possibilities are 95 in 100 {that a} survey consequence doesn’t fluctuate, plus or minus, by greater than 3.1 share factors from the consequence that might be obtained if interviews had been carried out with all individuals within the universe represented by the pattern.

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