Shulton

In 1934, William Lightfoot Schultz formed Shulton and in 1937 creates a fragrance called Early American Old Spice for Women. After the success of this fragrance, Early American Old Spice for men was launched. During the war years the scent of Old Spice went wherever US soldiers were posted.

In 1950, Schultz dies and his son, George, who joined the company in 1940, takes over the running of Shulton.

In 1970, the company was acquired by American Cyanamid, and Shulton's range of products is increased. Joining Old Spice, Old Spice Fresh Lime (1966) and Old Spice Burley (1968) include the likes of Old Spice Musk for Men (which looked suspiciously like Jovan Musk launched the year earlier), Blue Stratos, Mandate, Rapport, Night Spice, Insigina (all for men) and Cie for women

In 1990, Shulton is acquired by Procter & Gamble. A year later, they discontinue most of the Old Spice variations. In 1995 Blue Stratos sold to UK company Parfums Bleu and in 1996 P&G sell Insignia, Rapport and Mandate to Dana Cosmetics.

Currently, the Old Spice range includes Old Spice, Old Spice Fresh Scent, Old Spice Whitewater, Old Spice Lagoon and OS Signature.