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It marks the transition into manhood with a new standard in customizable scent intensity and pro-level moisture control.
March 12, 2026
By: Lianna Albrizio
Associate Editor
Old Spice says it’s dedicated to bridging the journey from boyhood to manhood.
In its revitalized “Mom Song” campaign called, “The End of Adolescents,” Old Spice aptly licensed the song, “End of the Road,” by Boyz II Men. The goal? To bring back the relatable experience of mothers grappling with their sons’ newfound manliness, a theme that was first introduced by Old Spice over a decade ago in the original, “Mom Song.”
“This campaign is a hilarious celebration of the unique bond between moms and their sons,” said Kate DiCarlo, senior communications director for Happi Top 50 Company P&G. “While the path to adulthood can be challenging, Old Spice ensures that the transition smells a whole lot better.”
The campaign also marks the transition into manhood with a new standard in customizable scent intensity and pro-level moisture control.
Addressing the needs of a new generation that demands both high-performance and personalized scent levels, Old Spice’s Swagger Signature Scent Control now features an innovative scent meter. This allows users to choose their level of fragrance—from subtle to bold—ensuring a skin-safe and tailored experience for every occasion.
The lineup includes Antiperspirant and Deodorant Sticks & Sprays and Body Wash with Lasting Signature Scent, retailing at $7.99 at major retailers nationwide.
Watch the campaign here:
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