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.
