Early American Old Spice for Women by Shulton c1937

Most people are familiar with Old Spice, the iconic men’s fragrance, but few realize that it was originally created as a perfume for women. Launched in 1937 under the name Early American Old Spice by Shulton, this fragrance was conceived with a distinctly colonial-inspired theme, drawing from the rich history of early American traditions. The name Early American Old Spice was carefully chosen to evoke a sense of nostalgia and historical charm. It referenced the colonial period in American history—a time when simple, yet richly fragrant potpourris, often infused with spices and flowers, were commonly used to scent the home. The choice of "Early American" suggested a link to the past, a time of craftsmanship, heritage, and simpler pleasures. The addition of "Old Spice" helped further reinforce the sense of vintage charm, inviting consumers to indulge in the nostalgic, aromatic experience of long-forgotten potpourri recipes.

The name, which may sound quaint to modern ears, resonated deeply during the Great Depression of the late 1930s, a time when the country was grappling with economic hardship. Amidst the uncertainty, there was a growing cultural fascination with Americana—an idealization of the nation’s early days. Many people longed for a sense of simpler times, and the scent of Early American Old Spice was cleverly marketed to reflect that desire. Shulton, ahead of its time, captured this trend by packaging their line of toiletries with historical charm and advertising it in prominent publications like Vogue and Harper’s Bazaar. In doing so, the brand inadvertently became one of the first to ride the wave of Americanism in advertising, appealing to a sense of patriotism and national pride at a time when it was desperately needed.

Early American Old Spice evokes a time when colonial history and fragrant herbs were cherished in American households. The name itself conjures images of rustic, aged rose jars filled with potpourri—fragrant blends of dried flowers, spices, and herbs—sitting atop wooden mantels in the heart of a traditional American home. The words Early American suggest an air of nostalgia, bringing to mind imagery of homesteads, delicate floral arrangements, and timeworn, weathered furniture. Old Spice, on the other hand, implies a kind of enduring, timeless quality, much like the scent of antique rooms filled with spice-laden potpourri or hand-carved wooden furniture polished with a faintly spicy, comforting aroma. Together, the name evokes a warm, welcoming atmosphere, one of quaint simplicity, and earthy elegance.

The fragrance itself, described as a "tangy spice and rose petal enchantment," was inspired by the potpourri recipes Shulton’s founder, William Lightfoot Schultz, remembered from his mother’s rose jar. This connection to his mother's cherished keepsake brought a personal touch to the perfume, which was infused with a mixture of spicy and floral notes. The rose was a central element, often viewed as a symbol of both beauty and nostalgia, while the spices added depth and warmth to the composition. The perfume’s mix of rose and spice was not only a sensory connection to a bygone era but also a direct tie to the simpler, more romanticized ideals of the colonial period.

When Early American Old Spice was launched in 1937, the world was in the midst of the Great Depression. Fashion and trends during this period were heavily influenced by the economic challenges people faced. Though luxury goods were not always attainable for the masses, there was a growing cultural interest in escapism, nostalgia, and sentimentalism—qualities embodied by Early American Old Spice. The fragrance’s appeal lay in its ability to evoke simpler times, drawing on a rich sense of history at a time when many were yearning for a connection to a pre-Depression, more idyllic past. Women of the time, experiencing the financial struggles of the Depression, would have found comfort in a perfume that represented a connection to something more stable and romantic. The fragrance allowed them to momentarily escape into a world of sweet rose petals and spicy nostalgia.

At the time of its release, Early American Old Spice was distinctive in that it combined the floral notes of rose with the warm, spicy undertones often associated with potpourri. While floral fragrances were common, especially during the early 20th century, the use of spices like clove and cinnamon set this fragrance apart, giving it a more dynamic and slightly unconventional twist. The trend in perfumes at the time was often toward either very floral or more complex, heavier compositions. Early American Old Spice did not exactly follow the heavier, more intense florals of the era but rather offered a lighter, sweeter alternative that still carried a touch of depth and warmth. Its uniqueness lay in the way it interpreted an old-world, homey fragrance tradition, while still adhering to the sensibilities of the modern era.

Thus, while it may not have been the first fragrance of its kind, Early American Old Spice was certainly innovative for its time, offering a distinct take on floral and spicy notes. It appealed to both nostalgia and modernity, making it a perfect fit for women in the late 1930s looking to escape their challenging realities and connect with an idealized vision of the past.

 

Fragrance Composition:

It was inspired by a rose jar (potpourri) his mother used to keep. An old advertisement described this perfume as a” tangy spice and rose petal enchantment.”

• Top notes: orange, lemon, lavender, basil, petit grain
• Middle notes: iris, cloves, carnations, geranium, lily of the valley, rose
• Base notes:  patchouli, Mysore sandalwood, cedar, herbs, ambergris, vanilla and musk

Scent Profile:

When I apply Early American Old Spice, it's as if I’ve been transported into an old-world apothecary, where every bottle holds the secrets of timeless, fragrant traditions. This fragrance, classified as an oriental for women, was inspired by the potpourri-filled rose jar that William Lightfoot Schultz's mother kept. The tangy spice and rose petal enchantment of the perfume immediately envelops me in a warm, welcoming embrace, as if the scent itself were a cherished heirloom passed down through generations.

The top notes are an immediate burst of freshness, like opening a window to a sun-dappled garden. Orange and lemon blend together, bright and zesty, like a freshly sliced citrus, their tangy bite invigorating the senses. This is softened by the herbal, slightly sweet aroma of lavender, which adds a comforting, aromatic layer. The basil in the mix introduces an unexpected but delightful green freshness, like the scent of crushed leaves beneath your fingertips, while the petit grain, with its citrusy yet slightly woody undertones, subtly deepens the citrus notes, grounding the opening with a touch of complexity. These initial notes give the perfume a bright, refreshing opening that invites you to explore further.

As the fragrance settles into its middle notes, the heart of the perfume reveals a beautifully floral and slightly spicy character. The iris presents itself like soft powder on the skin, with a delicate, almost violet-like quality that adds sophistication. There is something slightly cool and elegant about it, evoking memories of old-fashioned bouquets. The cloves are immediately recognizable—a rich, spicy warmth that carries a faint, almost peppery bite, giving the scent a bit of a kick. This spiciness is balanced by the carnations, their sweet and peppery scent offering a warm, full-bodied richness. The geranium, with its bright, green, and slightly citrusy undertones, lifts the floral heart and adds a burst of vitality, while the soft, dewy lily of the valley evokes the fresh, springtime air. Finally, the rose—the very heart of the fragrance—emerges as a velvety, romantic bloom, perfectly harmonizing with the spices and florals, creating a beautiful, balanced bouquet.

As the perfume evolves, the base notes reveal the true depth of Early American Old Spice. The patchouli gives it a dark, earthy richness, the scent of damp forest floors, adding an exotic, almost mystic quality to the fragrance. Mysore sandalwood, one of the finest varieties of sandalwood, introduces a creamy, woody warmth that feels smooth and luxurious, wrapping the fragrance in a comforting embrace. The cedar offers a dry, sharp woodiness, grounding the composition with its crisp, resinous aroma. The herbs in the base provide a subtle, green undertone—like crushed leaves and fresh earth after a rainstorm—imbuing the fragrance with a sense of organic richness. 

Ambergris, with its salty, musky depth, introduces an element of the sea, a touch of animalic complexity that adds mystery to the composition. As the fragrance settles, the sweetness of vanilla makes itself known, softly, like a whispered promise. Its creamy sweetness holds everything together, adding a smooth, almost addictive warmth that keeps me coming back for more. Finally, the musk deepens the fragrance, lending it a sensual, skin-like quality that enhances the warmth of the vanilla, creating an aura of quiet allure.

On my wrist, the scent unfolds as an exquisite marriage of roses and spices—sweet, tangy, and subtly warm. The oriental base is anchored by the comforting warmth of vanilla, which lingers delicately, pulling everything together in a beautifully cohesive whole. The result is a fragrance that feels both nostalgic and timeless, evoking the romance and elegance of an earlier, simpler time. It’s a fragrance that, like a fine piece of vintage jewelry, can be worn again and again, each time revealing new nuances.

For anyone who loves fragrances like Shalimar, Early American Old Spice offers a similar experience—rich, warm, and slightly mysterious, yet with a uniquely American twist. If you haven't yet experienced this vintage gem, I highly recommend it—it’s a fragrance that speaks to the heart, evoking a sense of intimacy and classic beauty.

 

Packaging:

Early American Old Spice was a fragrance rooted deeply in the culture and aesthetics of colonial America, a theme that resonated strongly with consumers during the 1930s. This period, marked by the Great Depression, saw a growing interest in anything connected to early American traditions. In an era of economic hardship, there was a yearning for nostalgia—a desire to return to simpler, more prosperous times. Shulton, led by its visionary founder George Schultz, expertly tapped into this trend, developing a product line that celebrated America's colonial past and the enduring charm of folk art. The creation of Early American Old Spice was not just a fragrance but a carefully crafted marketing statement that embraced the rustic beauty of America’s early years.

Schultz, with the help of his artist friend Enid Edson, immersed himself in the study of colonial lore, drawing inspiration from books on early American culture and frequent visits to museums. Their research led them to discover the traditional motifs and styles that characterized early American craftsmanship. Schultz showed his retailing friends sketches of the packaging ideas he had envisioned—simple yet functional containers that would embody the elegance and rustic simplicity of the colonial era. This research and attention to detail would result in a line of toiletries that were more than just products—they were a celebration of early American craftsmanship and design.

The Early American Old Spice perfume bottles, made of clear glass, were a direct homage to the glassmaking traditions of the 18th century, particularly the glassworks of "Baron" Heinrich Wilhelm Stiegel and Casper Wistar, whose decorated flasks were famous in colonial America. These bottles featured naïve folk art-style enameling inspired by the Pennsylvania Dutch tradition. The motifs—birds, tulips, and scrolls—were painted by hand in vibrant reds, greens, and yellows, reminiscent of the Pennsylvania German decorative style. This style was characterized by its vibrant, freehand-painted designs, which were common in the early American glassmaking industry. Schultz's design choices were a nod to these historical relics, and it’s likely that he had visited museums or seen pieces from Stiegel and Wistar’s glassworks. These early glass bottles were more than just packaging—they were little works of art that brought the spirit of colonial America into the homes of consumers.

The production of the bottles was entrusted to Wheaton Glass, a company based in Millville, New Jersey, known for its high-quality glasswork. Wheaton was an ideal choice for Shulton, as they had the craftsmanship to produce the distinctive, hand-painted bottles that would embody the colonial charm Schultz had envisioned. These bottles, with their folk art designs, were more than functional—they were decorative items in themselves, often becoming cherished pieces in the home.

The Early American Old Spice line, which included toilet water, perfume, dusting powder, bath salt crystals, body sachets, and talcum powder, was a carefully curated collection. The packaging was equally thoughtful, with many items being encased in light wooden boxes adorned with folk art themes. These boxes were devoid of advertising, making them versatile and suitable for repurposing. Some could be used as storage for handkerchiefs or stockings, while others, such as a particular box with a small pin cushion on top, could double as a sewing workbox. This focus on multifunctional, aesthetically pleasing packaging was a reflection of the era’s desire for both practicality and beauty. The overall look of the Early American Old Spice line was one of understated elegance, with the scent of the perfume acting as the perfect complement to the artful, rustic packaging.

The line’s success was immediate, reflecting a deep resonance with the public. By the end of 1938, sales of Early American Old Spice had reached an impressive $982,000—a significant sum during the Depression era. This success was not merely due to the fragrance itself but also the thoughtful, evocative design and the way it connected with the cultural mood of the time. The appeal of Early American Old Spice lay in its ability to evoke a sense of nostalgia for a simpler, more prosperous past while offering a luxurious, tangible connection to that era through its beautifully crafted products. This, in turn, helped Shulton become one of the first companies to effectively tap into the growing trend of Americanism in advertising during the 1930s.

In sum, Early American Old Spice was more than just a fragrance—it was a piece of American history, captured in a bottle. It appealed to the American desire for authenticity, simplicity, and beauty in a time of uncertainty. Its success was a testament to the power of connecting product design with cultural sentiment and remains a fascinating chapter in the history of American advertising and perfumery.

Old Spice for Men:

In 1938, Shulton made a bold move by launching Old Spice for men, a fragrance that would go on to become one of the most iconic in the world. Initially introduced during the Christmas season, Old Spice was a reformulation of the women’s fragrance Early American Old Spice, adapted to appeal to a male audience. It was a masterful blend of citrus, flowers, and vanilla, which created a unique and refined scent that felt both fresh and familiar. The fragrance quickly resonated with men, capturing a timeless, classic masculine essence. By the end of the following year, sales of Old Spice had reached a staggering $3 million—an extraordinary achievement during a period still reeling from the effects of the Great Depression. The scent, which had a blend of crisp citrus notes softened by the warmth of vanilla and floral undertones, struck a delicate balance between strength and subtlety. It wasn’t overpowering, but its lasting impression made it unforgettable.

The marketing of Old Spice was just as innovative as the fragrance itself. Schultz, who had successfully established Early American Old Spice with its colonial themes, wanted to retain this historical touch but also infuse it with a nautical vibe to appeal to a broader audience. This was a stroke of genius, as the idea of masculinity was often tied to themes of adventure, exploration, and strength, all of which the sea embodied. Schultz chose to incorporate the image of a colonial sailboat into the branding, a decision that would give the fragrance a unique identity. The sailboat became an enduring symbol of Old Spice, embodying the ruggedness and timeless appeal of the fragrance, and it remains a key part of the brand's logo to this day.

Over the years, the Old Spice brand expanded its offerings to include variations that catered to different tastes, such as Old Spice Whitewater, a fresh and slightly more modern interpretation. Yet, even with these tweaks, the essence of Old Spice remained rooted in the classic notes of citrus, spice, and vanilla. In 1963, Old Spice underwent another important transformation when it was reorchestrated in partnership with Procter & Gamble. This reworking not only updated the fragrance’s formula but also solidified Old Spice as a mainstream, globally recognized scent.

From its initial launch to its ongoing evolution, Old Spice has maintained its reputation as a quintessential masculine fragrance. Its distinctive blend of ingredients and iconic branding has made it a lasting symbol of timeless masculinity, crossing generational lines while staying true to its roots. With its combination of colonial charm and nautical imagery, Old Spice became—and continues to be—a beloved classic, symbolizing strength, adventure, and the enduring appeal of a well-crafted scent.

Men's Old Spice Notes:

• Top notes: orange, lemon, spices, clary sage, aldehydes
• Middle notes: cinnamon, carnation, geranium, jasmine, heliotrope, pimento berry
• Base notes: vanilla, musk, cedarwood, frankincense, benzoin, tonka bean, ambergris

Scent Profile:

As the scent of Old Spice unfurls, the first notes that greet your senses are the bright, citrusy zing of orange and lemon. The sharpness of the orange is immediately refreshing, like a burst of sunlight on a cool morning, while the lemon follows closely, its tangy sweetness adding a touch of zest to the air. Together, they create an invigorating, almost uplifting opening that speaks of vitality and energy, reminiscent of fresh, sun-drenched citrus groves.

Intertwining with this citrus burst are the spicy, herbaceous nuances of clary sage and aldehydes. The clary sage, with its earthy, slightly floral aroma, evokes the scent of a cool, wind-swept herb garden. Its herbal depth adds a sophisticated green edge, grounding the citrus top notes. The aldehydes, with their soapy, sparkling character, enhance this feeling of cleanliness and clarity, creating a sense of space and airiness as they float effortlessly over the other ingredients. These top notes are both bright and complex, setting the stage for the more nuanced heart of the fragrance.

As the fragrance evolves, the middle notes bloom with the warmth of cinnamon and the soft, spicy sweetness of carnation. The cinnamon brings a sharp, fiery edge, like the faint warmth of a distant fire, adding depth and richness to the perfume. The carnation offers a subtle sweetness, with a hint of clove-like spice, rounding out the warm, comforting middle. 

Geranium adds a soft, rosy undertone, balancing the spicier notes with its slightly sharp, herbaceous note, while the jasmine gives the fragrance an elegant, almost ethereal floral touch. The heliotrope follows with its powdery, almond-like scent, adding a creamy softness that evokes the scent of fresh, soft petals under a gentle breeze. Then, pimento berry appears with its rich, peppery warmth, adding an exotic, slightly piquant element that makes the heart of Old Spice feel multi-dimensional and alive.

In the dry down, the fragrance settles into its rich, grounding base. The creamy, comforting warmth of vanilla wraps everything together, its smooth, sweet warmth providing a soft, velvety finish. It’s balanced by the musk, which adds an animalic, sensual depth, reminiscent of a warm, intimate embrace. Cedarwood brings an earthy, woody aspect, like the scent of polished, well-worn wood, adding a sense of strength and stability to the composition. 

The frankincense brings a spiritual, resinous quality, like the aroma of incense drifting in the air, enveloping the wearer in its smoky, mystical presence. Benzoin adds a balsamic sweetness, its vanilla-like qualities enhancing the warmth of the base notes, while tonka bean contributes a rich, slightly almond-like sweetness, rounding out the base with a velvety smoothness. Finally, ambergris, with its musky, marine undertones, adds an elusive, almost animalistic richness, evoking a sense of deep, timeless mystery.

Together, these ingredients form a scent that is both classic and enduring, with each note contributing to a layered complexity. The interplay of fresh citrus, warm spices, floral elegance, and earthy woods creates a fragrance that feels both invigorating and comforting, with a timeless masculinity that has made Old Spice a beloved classic for generations.

Fate of the Fragrance:

In 1946, George Shultz made the strategic decision to move his factory to Clifton, New Jersey, a pivotal moment in the history of Shulton Inc. This relocation marked a new chapter for the company, reflecting its growing influence in the American fragrance industry. From that point on, any products bearing the "Clifton, NJ" label would date to after 1946, and this subtle detail became a defining characteristic for collectors and fragrance enthusiasts alike. The move to Clifton not only expanded the company's manufacturing capabilities but also solidified Shulton as a major player in the post-World War II consumer goods market.

Shulton’s iconic ladies fragrance Early American Old Spice, originally launched in 1937, remained a popular and distinctive scent throughout the 1940s and into the late 1960s. This fragrance was part of a broader cultural movement during the Great Depression and the years that followed, when a renewed interest in American history and colonial aesthetics resonated with the public. As the Depression-era ethos of self-sufficiency began to give way to the optimism of post-war prosperity, Early American Old Spice encapsulated this desire for nostalgic simplicity. The fragrance’s blend of spices, florals, and earthy notes was marketed as a quintessentially American product, one that evoked a sense of rustic charm and tradition.

Despite the shift in societal tastes over the years, Early American Old Spice continued to be marketed and even sold into 1969, though it was ultimately discontinued. By that time, consumer preferences had evolved, and Shulton had introduced newer iterations of Old Spice, particularly focusing on men's fragrances like the classic Old Spice launched in 1938. Early American Old Spice, with its uniquely American appeal, became a vintage relic of an earlier era. Yet, the fragrance and its distinct packaging—often associated with folk art motifs and rustic Americana—remained a nostalgic symbol of the brand's roots in the years leading up to its discontinuation. For collectors, Early American Old Spice continues to evoke a sense of American craftsmanship, cultural revival, and the enduring influence of early 20th-century advertising.