11/22/25

Old Spice "Long Lasting" Cologne (Shulton, 1980 - 1990 Vintage)


The 1980s ushered
in my favorite period for Old Spice, perhaps from personal nostalgia. This was the decade when American Cyanamid opted to repurpose the brand image and moved the red logo lettering above the blue ship graphic. They slapped a blue and gold band around the box lettering and called it "Long Lasting Cologne" to drive the longevity and "powerhouse" inference home. This version of Old Spice saw a bit more cola-like brightness in the opening accord, and longevity is indeed pretty impressive, clocking in at no less than ten hours. Beautiful stuff.

Aside from that, there isn't a whole lot else to say about it. If you're familiar with the scent of Old Spice, here it is, yet again. My own view is perhaps unpopular, but I think the lettering above the ship looks sharper than prior iterations of these graphics. The visual balance is better. I also enjoy that Shulton kept the traditional red box with the larger ship graphic, and I even like that they put "long lasting" in front of "cologne" to make an unnecessary point about the cologne concentration, which is really an eau de toilette concentration. This stuff is strong. Old Spice is strong in general. Whoever it was that said it's "fleeting" clearly didn't know what he was talking about, because this fragrance is anything but. In vintage form it is practically eau de parfum strength. 

I believe this will be the last vintage era of the scent that I review, not because I've tired of it, but rather for lack of access to any other vintages. I've given you early 1950s through to the present. I've yet to see 1940s Old Spice on eBay or elsewhere. I imagine someone like Bill Gates or Elon Musk has a full bottle of it with zinc stopper #1 resting comfortably atop the Hull Pottery Company's bottle, but doubt that I'll ever have a chance to own one myself. Hope springs eternal, and I still keep an eye out. It's important to remember that these first issue bottles weren't made very well, and leakage was a big problem, which makes the likelihood of ever finding one that much slimmer. 

To sum it all up, Old Spice hasn't changed very much in its 87 years of existence. I slapped on the current (c. 2019) formula yesterday, and marveled at how similar to the vintages it smelled. The biggest difference occurred in the late 1960s, when the archival Shulton formula was forced to change due to increasing restrictions on nitro musks. The 1950s version smells much woodier, muskier, and sweeter than anything from the 1970s onward. I found the 1970s formula to be a touch muskier and more powdery. 

The 1980s formula has less musk but what feels to me like an extra dash of cinnamon and nutmeg. The 1990s P&G formula streamlines the scent's facets, and that version carries on virtually unchanged to the present, although I have yet to try 2020s Old Spice, so perhaps that will be a future review.