The first Old Spice product was an American product which started off for women, which was Introduced during 1937, which then was followed by Old Spice for Men during 1938. Manufactured by the Shulton Company which was founded by William Lightfoot Schultz during 1934. Schultz was interested in a colonial framework for the products, so he chose colonial sailing ships for Old Spice’s trademark. The value proposition is a men's product who's target audience is directed to both men, and sometimes women so that they can buy the product for their man to smell better. “If your grandfather hadn’t worn it, you wouldn’t exist.” -Faye Dunaway, 1968 One of Old Spice's marketing issues was that Old Spice was one of the biggest marketers for Men’s body products, until Axe stepped up by introducing their new products, which made Old Spice turn into old news. Until Old Spice found out how to make their products more noticeable once again by making their commercials quirky.