US – Male grooming brand Old Spice is diversifying into a traditionally female-dominated product category with the introduction of its first dry shampoo for men.
Available in two of the brand’s most popular scents, Pure Sport and Fiji, the launch is accompanied by a tongue-in-cheek campaign, entitled A Breath of Fresh Air. Offering a playful, eighties-style take on male grooming, the spot encourages men to refresh their hair in between washes tapping into a wider movement within the industry around reducing consumers’ water consumption.
With its low price point and an aesthetic that stays true to the traditional Old Spice branding, the product caters to the growing Men’s Beauty Market in a way that is still very accessible to the everyday man.