Highlights
- Old Spice listed 811 active products on Walmart between April 2 and April 15, 2026, spanning deodorant, body wash, and hair care.
- Old Spice’s average product price on Walmart was $24.03, placing it in the affordable-to-mid range.
- Old Spice applied an average discount of just 1.87%, relying on brand demand rather than markdowns to drive sales.
- Old Spice products had an average rating of 4.45 out of 5 across 494,581 reviews, with customer sentiment at about 96% positive.
- Old Spice Deodorant was the most-reviewed category at 277,476 reviews, ahead of Body Wash (107,051) and the NFL Collection (72,983).
- Only 30 of Old Spice’s 811 Walmart products were sponsored, meaning roughly 96% of its listings earned visibility organically.
About This Report
This analysis is based on insights from MetricsCart’s digital shelf analytics, from Old Spice’s Walmart listings between April 2 and April 15, 2026. The data findings cover pricing distributions, discount intensity, top-reviewed product categories, customer sentiment breakdowns, review trends over time, the seller landscape, and product-level engagement.
We will examine how Old Spice prices its products, how deeply it discounts them, what is actually selling, what customers say in their reviews, and what it all says about Old Spice’s brand strategy and competitive positioning on Walmart.
The History of Old Spice: From 1937 to the Early 2000s
For most of its life, Old Spice was the scent your dad or grandfather wore. It was launched in 1937 as a women’s fragrance, switched to men within a year, and spent decades built around sailing ships and classic aftershave.
By the early 2000s, that old image had become a problem. Younger shoppers saw Old Spice as a brand for older men, and it kept losing ground to fresher names like Axe and Dove Men+Care.
The market it was losing, though, was not a small one. The global men’s grooming market has grown from roughly $80 billion in 2022 to a projected $115 billion by 2028, driven by men spending more on skincare, deodorant, and body wash than any previous generation. Old Spice was sitting inside that growth and failing to capture it.
Instead of hiding its old-fashioned image, the brand made fun of it. Old Spice pivoted its marketing strategy by embracing self-deprecating humor, which increased its global grooming market share.
This single decision became the foundation of the Old Spice marketing strategy that followed, turning a brand written off as outdated into one of the most studied comeback stories in modern advertising.
Old Spice Marketing Strategy: How Humor and Data Built a Walmart Bestseller
Humor as Old Spice’s Marketing Strategy
Most grooming ads sold the same thing: confidence, attraction, a better you. Old Spice made fun of all of it. Its ads were funny, strange, and over-the-top, with a man talking to the camera as his bathroom turned into a yacht, then a horse. Even product names like “Wolfthorn” and “Bearglove” poked fun at how seriously other brands took manliness.
This worked for two reasons. It stood out in a category that took itself seriously, and the jokes gave people something to share. The ads spread on their own as memes and clips, keeping Old Spice in the conversation long after the spots stopped running.
Old Spice’s Digital Shelf and Social Media Strategy
The 2010 campaign, “The Man Your Man Could Smell Like,” was built for the internet, with short videos made to be shared on YouTube, Facebook, and Twitter. Built around the now-iconic line “Smell Like a Man, Man,” it pulled in more than 1.4 billion impressions, briefly made Old Spice one of the most-watched channels on YouTube, and traveled far enough to become part of pop culture itself.
The boldest move came next. The brand had Isaiah Mustafa film a short, personal video reply to real fans and celebrities, posting around 186 of them in roughly two days. Suddenly, the brand was talking with people, not at them, and fans kept the campaign alive by sharing and remixing it.
How Old Spice Expanded Its Product Line
Old Spice expanded into deodorant, shampoo, beard care, and skincare, but every product still felt unmistakably like Old Spice. The bold red packaging, playful tone, and over-the-top names carried across the range, so the brand grew without feeling watered down.
Its move into skincare with “Men Have Skin Too” is the clearest example. Instead of turning serious, Old Spice kept its humor while making the case that grooming is normal for men, meeting a real shift in its own voice.
Old Spice’s Celebrity Marketing Strategy
Old Spice folded its stars into its funny world, making them recurring characters. Isaiah Mustafa became “the Old Spice Guy,” Terry Crews the loud, muscle-flexing face, and Von Miller a regular across its NFL ads.
It also jumped into pop culture moments like its 2024 “Deadpool & Wolverine” tie-in. The pattern holds: pick partners who fit the “smartly ridiculous” style, then let them play, so the brand borrows attention without losing its personality.
According to MetricsCart’s digital shelf analytics, Old Spice is doing well on Walmart, with a wide, well-rated catalog that sells on brand strength rather than discounts. Between April 2 and 15, 2026, the brand listed 811 active products across categories like deodorant, body wash, and hair care.
The average price is $24.03, which keeps it in the affordable-to-mid range and easy for most shoppers to reach. Customer satisfaction is high, too, with 494,581 reviews and a 4.45-out-of-5 average rating.
The most telling number is the discount: just 1.87% on average. Old Spice isn’t buying sales with markdowns. It relies on brand recognition and steady demand, the mark of a name shoppers reach for by default.
Old Spice Review Trend Analysis (2020–2026)
The chart tells two different stories, and separating them is what makes it useful.
The first is steady, organic growth. Reviews climbed from 4,665 in 2020 to 28,289 in 2024, a roughly sixfold rise over four years. This is the kind of curve you would expect from a brand that is compounding shopper trust year over year, each wave of buyers leaving feedback that helps bring in the next.
The second is the 2025 figure, and it does not fit that curve at all. Reviews jumped to 344,065, more than twelve times the 2024 total, in a single year. A leap of that size is too steep to be explained by organic demand alone, and it points toward one or more deliberate moves behind the scenes.
The most likely explanation is review syndication, in which reviews collected on other retail platforms or DTC channels are pulled into the Walmart listing. Brands use this to give a product instant credibility on a marketplace where it may still be building its own review base. A new review collection initiative, such as a post-purchase email push or a sampling program, could have a similar effect.
There is also a category story worth factoring in. Men’s grooming and personal care have seen rising online demand, particularly within convenience-led retail ecosystems such as Walmart. Against that backdrop, the 2025 spike looks less like an anomaly and more like several factors lining up at once: an expanded product assortment, stronger retail media execution, deliberate review-generation strategies, and a genuine rise in category-wide consumer demand.
For a brand manager, the takeaway is to read 2025 as a spike in review velocity shaped by these combined factors, not as a one-to-one signal of sales growth.
And the lower 2026 figure (18,932) should not be mistaken for a sign of cooling interest. It is simply a partial-year number, sitting on a base that is now far larger than it was before 2025.
Which Are the Top-Reviewed Old Spice Categories on Walmart?
Old Spice sells a wide range of products, but only a few do the heavy lifting. Deodorant leads by a long way with 277,476 reviews, followed by Body Wash (107,051) and the NFL Collection (72,983).
After that, the numbers fall off a cliff. Antiperspirant has just 2,591 reviews, and Aftershave and Skin Care only 1,670, both about 96% below third place.
One thing here does not add up at first. Antiperspirant barely gets reviewed, yet it is the most expensive category in the range (more on that in the pricing section). A high price with almost no buyer interest is the biggest mismatch in the whole catalog.
The simple takeaway is that Old Spice’s strength at Walmart lives in deodorant and body wash, and that is where any competitor would need to beat it.
Which Are the Top-Reviewed Old Spice Products on Walmart?
The most-reviewed product is the Old Spice Body Wash, NFL Collection, “CeeDee Lamb TD” edition, Teak + Toe Taps scent, 24oz, with 14,592 reviews. Three simple things explain why it is on top, and each one comes straight from the brand’s marketing playbook.
- First, it is named after an NFL player, CeeDee Lamb, the Dallas Cowboys wide receiver. This is the same celebrity strategy Old Spice has always used, just printed on a bottle. A football fan sees a familiar name, and an ordinary body wash suddenly stands out.
- Second, it is cheap and on sale. It belongs to the NFL Collection, the lowest-priced line in the catalog ($7.01 on average) and the most discounted (10.87% off), so it is the easiest Old Spice product to try for the first time.
- Third, the scent name is fun and memorable: “Teak + Toe Taps” mixes a real fragrance note with a football joke. A familiar name, a low price, and a hook people remember are exactly what make a product pile up reviews fast.
The second and third products make the pattern obvious. Second is a “Saquon Soar” antiperspirant (14,551), named after Saquon Barkley, the Philadelphia Eagles running back. Third is a body spray (14,544) carrying the same “CeeDee Lamb TD” name as the top product, just in a different format.
Two clues stand out. The top three are separated by only 48 reviews, about 0.3%, far too close to mean that one is really more popular than the other. And the first and third share the exact same name in two formats.
Both point to the same thing: these reviews span multiple versions of a single product launch, not one product at a time. The cleanest way to read the top three is as a single NFL Collection group, comprising about 43,700 reviews, centered on a one-star scent (CeeDee Lamb) in two formats, with Saquon Soar alongside it.
Moreover, three of the top 5 reviewed products are aluminum-free. That keeps showing up among the most-reviewed items, a sign many shoppers are specifically after the aluminum-free option, and a hint about where demand is heading.
The real drop comes at four and five. Swagger (8,324) and Wilderness (5,979) are not special editions but everyday deodorants from the core range, sitting more than 40% below the NFL group. Both built their reviews slowly, the way steady repeat-buy products do.
How Is Old Spice Priced on Walmart?
Using MetricsCart’s price monitoring tool, we found that Old Spice spans a wide price range, from $1.50 trial sizes to $256.72 bulk packs. The $24.03 average sits in the middle simply because the catalog stretches so far in both directions.
Affordable Old Spice Categories on Walmart
The three cheapest categories are the NFL Collection at $7.01, Haircare at $9.97, and Lotion at $15.75.
What stands out is the order itself. These are exactly the categories a shopper is most likely to try on impulse or add to a cart already holding something else. The NFL Collection brings new buyers in, haircare is a low-commitment step up from basic grooming, and lotion is the kind of secondary item people add without much thought.
Old Spice is keeping its entry points and add-on items cheap, which is how a brand grows basket size rather than just selling one product at a time.
Expensive Old Spice Categories on Walmart
At the top end, Antiperspirant is the most expensive category at $41.57, followed by Aftershave and Skin Care at $27.30 and Deodorant at $26.28. The gap is wide enough to suggest a deliberate premiumization pattern rather than a pricing accident.
Part of this comes down to format. Antiperspirant sells heavily in multi-pack and bundle configurations, the kind Walmart’s platform actively encourages through value-pack promotions and replenishment-style purchasing. Larger packs naturally pull the category average higher.
Positioning plays a role, too. Antiperspirants are marketed around sweat protection, long-lasting performance, and odor control, claims that let Old Spice price clinical-strength and extended-protection variants higher than standard deodorant. The category also faces less price competition than the deodorant category, which is saturated and promotion-heavy, giving Old Spice more room to hold its price point.
Taken together, the data suggest Old Spice is using antiperspirant as a higher-margin segment, built on bundle formats and functional positioning, while keeping its deodorant and skincare lines more accessible.
Cheapest Old Spice Products on Walmart
The cheapest product is the $1.50 Fiji trial antiperspirant, priced that way on purpose: at 0.5 oz, it is a trial size designed to get the product into a new shopper’s hands for almost nothing. The next two, both at $2, follow the same logic in slightly larger 3 fl oz travel formats: a Swagger body wash and a Swagger 2in1 shampoo.
Two details matter here. First, all three are small or travel-sized, so their low prices are due to the format, not to discounting. Second, two of the three are Swagger, one of the brand’s signature scents, which means these cheap trials are quietly steering first-time buyers toward a flagship fragrance rather than a random one.
Expensive Old Spice Products on Walmart
The most expensive product, at $256.72, is a 48-unit pack of High Endurance antiperspirant, and the reason it tops the list is simply the count: 48 individual 3oz units bought together. The second, a 32-pack at $240.65, is actually pricier per unit than the first but comes out lower overall because it contains fewer pieces, a useful reminder that the headline price reflects quantity, not value.
The third, another 48-pack at $233.02, sits just below the leader despite holding the same number of units, which tells you the per-unit price varies slightly by scent and formulation. The thread across all three is the same: these are case quantities aimed at heavy users or small resellers, not premium single products. A single Old Spice stick remains cheap.
Does Old Spice Rely on Discounts and Ads?
Hardly at all, and where it does discount is as deliberate as where it doesn’t. Almost all of it sits in one line: the NFL Collection at 10.87%, against Body Wash at 3.46%, and Aftershave at 2.2%. That NFL figure is nearly six times the brand’s overall average of 1.87%. This isn’t across-the-board discounting; it’s one line pushed hard while everything else holds its price.
That focus makes sense once you see what the NFL line is for. It’s the cheapest category; it carries player-named hero products; and it’s tied to the football season, so its appeal fades when the season ends. That makes it a low-risk, time-limited way to attract new shoppers and quickly build reviews, while the core range stays at full price.
The same restraint shows up in ads. Only 30 of 811 products are sponsored, about 4%, which is very low for a catalog this size. Most smaller brands pay to get seen on the shelf. Old Spice gets seen for free, which only works when shoppers already know and want the brand.
Are Old Spice Customers Satisfied? A Sentiment Analysis
The sentiment numbers confirm that the high rating is genuine and not just an average smoothing over many unhappy buyers. Of 462,021 reviews checked, 444,916 were positive, about 96%. Around 10,587 were neutral, and just 6,518 were negative, under 2% of the total. In a group this large, a few negatives usually mean the products are reliably good, not just lucky.
This is why it helps to look at sentiment separately from the star rating. A 4.45 average could, in theory, hide a crowd split between fans and critics. It is not here. The written reviews and the star scores say the same thing, so the brand’s good name rests on broad, steady satisfaction.
What Brands Can Bottle From Old Spice
The most striking thing about Old Spice is not the comeback. It is how completely the marketing story and the shelf numbers agree with each other. The brand that rebuilt itself on humor, self-awareness, and athlete partnerships is the exact same brand whose athlete-named products now top its Walmart chart. Nothing is out of place.
Brand identity is a business advantage, not just a marketing win. Before increasing spend, audit where your brand is discounting by default. That is where brand equity needs work.
Organic visibility is earned, not bought. Check your share of search before raising ad budgets. If shoppers are not looking for you by name, more ads will buy impressions rather than intent.
Smart discounting beats discounting everything. Pick one line to absorb markdowns. Use it to build reviews and pull in first-time buyers. Keep everything else at full price.
A good rating only means something when the sentiment backs it up. Run sentiment by category, not just across the full catalog. Your average might be hiding a problem your star score is smoothing over.
The catch is that brand strength, which is hard to build, can unravel quietly. Old Spice’s 1.87% discount rate and 96% organic visibility are metrics that can shift within weeks if pricing or seller activity goes unmonitored.
MetricsCart gives brands the visibility to catch it early, tracking pricing, share of search, ratings and reviews, sentiment, seller activity, and MAP compliance across Walmart, Amazon, and 150+ retailers in one place.
Old Spice Turned Shelf Data Into a Brand Comeback. Use the Same Approach to Grow Yours.
