The evolution and reinvention of Old Spice’s beloved collection from an ingredient scent story to an ingredients with perceived/real benefits.

Consumers have become more conscious of chemicals and ingredients. Even though they might not be highly involved, they’re still looking for a “better for you” experience. The updated Fresher Collection is product reflective of that consumer mindset, with real better for you ingredients and natural benefits.

The packaging is built on the story/idea of a Botanist—adventuring to study plants, yielding countless cures and benefits to mankind.

The initiative drove the Old Spice business to the highest growth in over a decade.

Created at Landor