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NEW YORK – Facing growing competition in male deodorants, Procter & Gamble is reformulating its Old Spice brands in a bid to overtake Mennen and Gillette. This summer the company will introduce Old Spice High Endurance, a glycol-based stick, and repackage alcohol-based Old Spice Classic Deodorant from round to wide sticks. Deodorant sticks are the only growth segment in the $1.1 billion category, with sales rising 6% last year. P&G plans to spend $18 million to advertise Old Spice in 1993, and another $8 million to distribute 13 million samples.
Copyright Adweek L.P. (1993)
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