Old Spice Taps Creator-Led Content for Growth

Procter & Gamble's (P&G) Old Spice brand is shifting its content strategy to focus on creator-led, relatable content. The move comes as the men's grooming brand experiences online momentum and growth across its deodorant and aftershave portfolios.

According to P&G's Annual Report 2025-26, Old Spice recorded strong growth in its 0% Gas Deodorants and After Shave Lotion portfolios during the financial year. The company attributes this success to its approach of collaborating with creators from diverse genres, which resonates well with consumers.

P&G sees these collaborations as a key factor in demand generation and consistent brand growth. By working with different types of creators, Old Spice can communicate its message beyond conventional advertising formats and reach specific audiences through content designed for them.