Beauty & Personal Care
its home category
What the AIs say
#25 best · 5 of 6 agree“Grok ranks Old Spice highest (avg #11.8 over 4 mentions); Perplexity is the most sceptical (#16.0).”
synthesised · the AI panel
What the press says
Positive · 7 stories · 30d“Old Spice coverage is predominantly positive, highlighting successful product launches including a Mario Galaxy collaboration and new scents, plus praised advertising campaigns, though tempered by…”
synthesised · 7 articles via Google News · Esquire, Little Black Book | LBBOnline +5
The brief
The brand in a paragraph.
Old Spice has strengthened its standing through product launches and educational partnerships, though recent press attention also covers a costly legal settlement that tempers broader momentum. The brand appears strongest when backing concrete initiatives rather than relying on marketing alone.
Act one
What the machines think.
Several AI models read the whole category and rank Old Spice's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Grok ranks Old Spice highest (avg #11.8 over 4 mentions); Perplexity is the most sceptical (#16.0).
Grok
#11.8
avg over 4 mentions · best #1
Gemini
#12.0
avg over 2 mentions · best #2
ChatGPT
#14.0
avg over 2 mentions · best #3
Claude
#15.8
avg over 4 mentions · best #1
Perplexity
#16.0
avg over 2 mentions · best #11
The words the panel uses
AI most often praises Old Spice for being "affordable" (4 mentions) and "sweat protection" (3).
- affordable4
- sweat protection3
- long-lasting2
- reliable2
- tropical scent2
- mainstream2
- drugstore2
- long lasting2
- budget-friendly1
- deep clean1
- budget1
- aluminum-free1
Wins & misses?
Where it leads, where it lags.
Old Spice lands 2 top-10 placements (including 1 #1) with no clear weak spots in tracked intents.
Top wins
Where it lags
No misses below #20 — Old Spice is a top-tier presence everywhere it appears.
Rank trajectory?
Weeks of movement.
Across 15 weeks of tracking: 5 intents steady, 1 climbed, 0 slipped. Biggest move: climbed 18 ranks in Best Shampoo for Men (now #3).
Act two · ★ new
What the people say.
The same lineup, judged by the press that covers them.
In the press?
What the world is saying.
What’s being written about Old Spice lately — and the mood of it. 7 pieces in the last 30 days, coverage skews positive.
EEsquireEsquire·Positive
The 9 Best Spray Deodorants You Can Buy Right Now
LLittle Black Book | LBBOnlineLittle Black Book | LBBOnline·Positive
Old Spice Proves It's Your Secret Weapon to Life's Unexpected Wins
BBusiness Wire
DDesignRushDesignRush·Positive
Old Spice Wants Men in the U.K. to Believe Confidence Has a Smell
TThe GrocerThe Grocer·Positive
Ad of the Week: Old Spice sniffs victory with last-gasp football spot
MMarketing DiveMarketing Dive·Neutral
Old Spice reworks Boyz II Men song for sequel to clingy moms campaign
LLawFold.comLawFold.com·Critical
Old Spice Lawsuit: Claims & Payouts (Updated July 2026)as of July 26 · 7 stories?
Act three
The lineup, ranked.
Every Old Spice product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
High Endurance Pure Sport Antiperspirant Deodorant is Old Spice's most-recommended product, ranking across 1 buyer question, with Swagger 2-in-1 Shampoo close behind.
Rivals?
Who it competes against.
Old Spice's closest rival is Scotch Porter — and Old Spice comes out ahead in 2 of 2 of the questions they both answer (100%).
- Scotch PorterBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- CremoBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- Malin + GoetzBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- Blu AtlasBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- Baxter of CaliforniaBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- Duke CannonBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
- SuaveBeauty & Personal CareOld Spice leads 2–0 · 2 shared · 2 categoriesCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #1), across 2 buying intents.
- AI verdictGrok ranks Old Spice highest (avg #11.8); Perplexity most sceptical (#16.0).
- TraitsMost often associated with “affordable” (4 mentions) and “sweat protection” (3).
- Top productHigh Endurance Pure Sport Antiperspirant Deodorant is the most-mentioned Old Spice product this snapshot.
- Closest rivalScotch Porter (2–0 across 2 shared intents).
browse Old Spice in these categories