Men’s personal care brand Old Spice is launching into the French market. It is focusing on the deodorants sector and for the lead product has chosen the Danger Time line.
Using the catchphrase (in English) "Smell like a man, man" and a footnote (in French), "If you don’t speak English, shame...", the publicity for the brand retains the tongue-in-cheek feel for which it is known in the US.The products that will be available are: Danger Time spray, stick and roll-on deodorants, and shower gel; Whitewater spray, stick and roll-on deodorants, shower gel and aftershave; Lagoon spray deodorant and shower gel; Swagger spray and stick deodorants, shower gel and aftershave; Champion spray, stick and roll-on deodorants, shower gel and aftershave.
Since the brand is not well known in France, in its POS materials the firm goes to some lengths to explain its history, the meaning of the boat logo, its many hits on YouTube videos and its use of American footballer turned actor Isiaah Mustafa as the face of the brand. Prices have not been divulged, but on Amazon.fr, the original Old Spice is available for around €8.50 for a 100ml edt from UK suppliers. To date, the other chief source of Old Spice products in France has been the online store Pharmacie Anglaise, where the same product costs around €30.
Patricia Mansfield-Devine, Rennes
