Old Spice sprays a man on young guys in the new “Smellcome to Manhood” marketing campaign – to promote the brand’s new enhanced lineup of manly scented body sprays, which utilize its new innovative, first-in-category Re-fresh Technology. The technology eliminates the need for guys to overspray or reapply throughout the day.

The new Old Spice Re-fresh Body Sprays are arriving in stores this month. The products contain a P&G proprietary patented cyclic molecule that has an empty core to absorb some fragrance as the Body Spray dries on the skin. As the user sweats, fragrance is pushed out of this core – releasing bursts of scent when a guy needs it the most.

“There’s no denying that guys overspray, but there’s also no denying that guys still need odor protection,” said John Sebastian, Old Spice Marketing Director at Procter & Gamble.

Sebastian continues, “We’re not here to tell young guys not to use Body Spray – we’re here to equip them with the right tools and help teach them how to scent responsibly. We think this combination will be a game-changer for the Body Spray category.”

Several new products are being launched that feature this new technology. The new products include Re-fresh Body Sprays in three scent categories:

The Wild Collection includes the new scents, Bearglove and Lionpride; along with existing scents Wolfthorn, Hawkridge and Foxcrest.

The Fresh Collection, which includes Fiji, Denali and Zanzibar.

The Red Zone Collection, which includes After Hours, Champion, Pure Sport and Swagger.