Old Spice “Men Have Skin Too” Returns, Embraces Diversity and Inclusion On and Off Screen
07 October 2022 - 12:02AM
Business Wire
New Third Chapter Introduces La La Anthony and
Ross Butler into the Family Drama to Show that Old Spice
Gentleman’s Blend Gives You Skin Worth Standing Up For
Old Spice debuts the third chapter of the award-winning “Men
Have Skin Too” campaign with an evolution of the storyline
featuring Deon Cole and Gabrielle Dennis. Alongside the couple is a
new cameo from actress, producer, philanthropist, and entrepreneur
La La Anthony. The “Men Have Skin Too” series emphasizes diversity
and inclusion as interdependent in the creative process. The new
chapter follows another recently released spot starring actor Ross
Butler.
This press release features multimedia. View
the full release here:
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Old Spice launches its latest “Men Have
Skin Too” TV spot with “Brunch” taking the drama from behind closed
doors into the public when Deon confronts Gabby and her friends at
brunch about “borrowing” his GentleMan’s Blend Body Wash with
Lavender and Mint. (Photo: Old Spice)
Since launching in 2019, “Men Have Skin Too” elevates deep
insights and relatable drama as Deon confidently protects his Old
Spice products. The latest spots show the social awkwardness that
ensues when a private disagreement becomes public, especially when
the concern is his esteemed grooming products. In the spot, Deon
marches through a hotel to confront Gabby and her friends,
including La La Anthony, at brunch, who used the last of his
GentleMan’s Blend Body Wash with Lavender and Mint. Directing the
spot is Dime Davis (A Black Lady Sketch Show, Boomerang), who
delivers a unique perspective to bring to life this third chapter
of Deon and Gabrielle’s characters.
Old Spice also introduced another spot called “Finer Things”
featuring Ross Butler (13 Reasons Why, Riverdale, To All the Boys
Always And Forever, Shazam!). The spot leans into “Men Have Skin
Too” while depicting a more traditional Asian cultural point of
view to resonate with Asian audiences. Research shows that
two-thirds of Asians think there is not enough representation on
TV. In addition, one-half feel that the portrayal of their identity
is inaccurate. To embrace Asian American culture, Old Spice
partnered with Plan C Agency, an Asian American marketing and
communications agency.
The spot depicts an involved mother obsessed with her son
enjoying the “finer” things in life and marriage. The mother
attributes Ross’ impossibly smooth skin to his Gentleman’s Blend
with Lavender and Mint body wash, which leads her to try it for
herself. Ross confronts his wife, who he thinks used the last of
his Gentleman’s Blend Body Wash with Lavender and Mint, only to
realize it was his mother. The “Finer Things” spot was written and
directed by Creative Director and filmmaker Clayton Tony Au.
Clayton’s work in narrative films and commercials often showcases
the uniqueness of the Asian American experience.
Off the screen, Old Spice continues to craft science-backed
formulas that delight multicultural consumers with products that
look and feel superior. We continue to hear from multicultural men
that they crave a body wash that not only cleanses but leaves their
skin feeling moisturized throughout the day. This insight led Old
Spice to formulate Gentleman’s Blend body washes with premium
ingredients like petrolatum, the #1 dermatologist-recommended
moisturizing ingredient. These ingredients provide all-day moisture
to combat dry skin. In addition, the expert blends of light,
gender-neutral scents like lavender and mint paired with a rich,
creamy lather from a gentle formula create an elevated in-shower
experience.
The Skin Health Alliance, a global organization of independent
dermatologists and skin scientists that assess the research and
development behind various products, endorses Old Spice Gentleman’s
Blend. With many options available in the market, the Skin Health
Alliance supporting the Gentleman’s Blend lineup as safe and
effective helps consumers know what’s good for their skin and
confidently make the best choice for their skincare needs.
“For as long as I can remember, Old Spice body washes and
deodorants have been a staple for the men in my family,” said La La
Anthony. “I am proud to partner with Old Spice for their’ Men Have
Skin Too’ campaign and excited to be included in one of their
famously funny commercials.”
“Working with companies and brands that put diversity and
inclusion at the forefront of all that they do is so important to
me,” Anthony continued. “I am honored to be a part of this campaign
that highlights incredible Black talent and culture.”
“Bringing together iconic cultural influences with relatable
insights makes this campaign something that consumers want to talk
about with friends,” said Matt Krehbiel, Old Spice vice president
at Procter & Gamble. “We combine that approach with ensuring
consumers have the best body care products by crafting
skincare-inspired formulas that help elevate their self-care
regimen.”
Men Have Skin Too - The
Sequel
Created by Wieden + Kennedy (Portland), the campaign launches
with “Brunch” featuring La La Anthony debuting on national
television and the Old Spice YouTube Channel on October 6. The
campaign will continue in 2023 with an additional spot also
featuring La La Anthony titled “Family Reunion” that showcases
another hilarious moment of Gabrielle and others “borrowing” Deon’s
beloved Old Spice.
The “Men Have Skin Too” universe gets flipped on its head with a
“Men Have Hair Too” spot titled “Cold” that shows Gabrielle
hilariously swiping Deon’s Old Spice Moisturizing 2-in-1 Shampoo
& Conditioner mid-shower.
Fans can follow the integrated campaign across social media at
#MenHaveSkinToo and #MenHaveHairToo.
Old Spice GentleMan’s Blend
Lineup
For far too long, men’s grooming products have provided
insufficient ingredients and benefits compared to women's products.
Fortunately, Old Spice’s GentleMan’s Blend lineup delivers body
washes and deodorants crafted to be gentle on skin. Featuring a
revamped formula with supercharged odor fighters and moisturizers,
these products are crafted without aluminum, dyes and parabens.
Products in the GentleMan’s Blend lineup include:
- GentleMan’s Blend Body Wash: Formulated with premium
ingredients to be gentle on skin including petrolatum, the #1
dermatologist-recommended moisturizing ingredient to lock in
moisture for 24 hours and pro-glycerin moisturizing skin up to 10
surface layers deep.
- GentleMan’s Blend Deodorant: Features 48-hour
mineral-fortified odor protection that combines five hard working
odor fighting ingredients with refreshing new scent combinations
for long-lasting freshness.
- GentleMan’s Blend Shampoo & 2-in-1s: Highlighting
some of nature’s most desired ingredients like apricot kernel,
coconut oil and eucalyptus these 2-in-1s are designed to be tough
on dirt and gentle on hair without harsh ingredients like sulfates,
parabens, and dyes.
For more information on the full GentleMan's Blend lineup, visit
https://oldspice.com
ABOUT OLD SPICE
Procter & Gamble’s Old Spice is the quintessential grooming
brand. With more than 80 years as an American icon, Old Spice is
the authority on grooming experience and has leveraged this
heritage to become the No.1 selling anti-perspirant and deodorant
brand for guys in the United States. Old Spice offers a complete
product portfolio for today’s evolving needs, including
anti-perspirants, deodorants, body washes, body sprays, shampoos
and hair stylers. Check Old Spice out at www.oldspice.com, Facebook
(http://www.facebook.com/OldSpice), Twitter (@OldSpice) and
Instagram (@oldspice).
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221006005628/en/
Ian Rapport, Citizen Relations
ian.rapport@citizenrelations.com
Juwan Thompson, Procter & Gamble thompson.j.3@pg.com
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