Looking at the by-now outright memetic “The Man Your Man Could Smell Like” Old Spice commercials starring the incomparable Isaiah Mustafa, I was extremely tempted to buy Old Spice. Why? First: The advertising campaign is slick, well-executed and avoids cumbersome, obnoxious and gratuitous CGI…
Brands like Axe and Tag use sexist, misogynistic appeals to sell acrid scents to teens and young men. That repulses me. Third: A scent is a statement. Yes, there is nothing objective about the smell of Old Spice that illustrates and communicates charm and sophistication: In an alternate universe, Axe could indicate the same. But in the real world, people associate Old Spice with that marketing and that image. I think the type of woman who would appreciate that I wore Old Spice would be the type of woman who would also enjoy my type of personality. Ultimately, a deodorant or a body wash is a deodorant or a body wash, so it ultimately has to clean. Most of the brands on the market will do this competently, though if one was markedly superior to an Old Spice deodorant or body wash in performance, I would choose it. But once performance is taken out of the picture, Old Spice presents the right image for me. ...
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