Old Spice Taps Creator-Led Content for Online Growth

Old Spice is ramping up its creator-led content strategy as the men's grooming brand continues to gain traction online. According to Procter & Gamble Hygiene and Health Care's Annual Report 2025-26, Old Spice saw significant growth across its 0% Gas Deodorants and After Shave Lotion portfolios during the financial year.

The company attributes this success to its recognition of consumers' increasing desire for 'real, relatable content'. To meet this demand, Old Spice is collaborating with creators from diverse genres, which are resonating well with audiences and driving demand for the brand.

P&G specifically links these collaborations to demand generation and consistent brand growth, suggesting that the company sees creator content as a route to translate engagement into consumer action. This approach also allows Old Spice to work with different types of creators rather than relying on a single content style or audience.