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P&G Expands Old Spice Into Hair Care

January 31, 2014

TV ads for new line break after big game on Super Bowl Sunday.

P&G’s venerable men’s grooming brand Old Spice has expanded into the men's hair care category with the introduction of a new collection of shampoos, conditioners and styling products. The SKUs arrive in stores this month.

"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, VP of global personal care at Procter & Gamble. "Old Spice is known for offering the manliest smelling products on the planet. Guys' hair can now smell just as amazing and win just as many international arm wrestling matches as the rest of their body."

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, think phone numbers from attractive females and absolute domination at a carnival claw machine. The TV creative was developed by Wieden+Kennedy and is said to illustrate the "transformational" powers of the brand's products in the most ridiculous, over-the-top fashion.

The TV campaign two spots are up now on the brand's social media channels on Facebook and YouTube (, but will make their broadcast debut on Super Bowl Sunday following the game, according to P&G.

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