Procter & Gamble's Old Spice has launched the Spice Alchemist collection, a premium men's grooming range featuring cologne-infused aerosol deodorants, body washes and cologne mists.
The collection was previewed at Super Bowl LX in San Francisco and is now rolling out to major retailers across the US, with a suggested retail price starting at $12.99.
Old Spice positioned the range as bridging the gap between fine fragrance and functional deodorant protection. According to the company, the scents outperformed a $300 cologne in blind consumer testing.
The Spice Alchemist line is available in three formats: aerosol deodorant with cologne-infused 24-hour odour protection, formulated without aluminium, parabens or phthalates; a hydrating body wash free from dyes, silicones and phthalates; and a cologne mist fragrance spray formulated without parabens and phthalates.
Four scent variants are available: Cashmere & Vanilla Wood, Velvet Sage & Driftwood, Yuzu Peel & White Wood, and Cardamon & Amber Wood.
Kate DiCarlo, senior director of communications at Old Spice, said the collection addresses demand for elevated scent experiences whilst maintaining the odour protection performance associated with the brand.
The launch represents Old Spice's push into the premium grooming segment, targeting consumers seeking cologne-quality fragrances in aerosol formats.
Old Spice launches Premium Spice Alchemist range
