Best rank
#1 in Beauty & Personal Care — its strongest category.
What the AIs say
#1 best · 4 of 4 agree“Gemini ranks Old Spice highest (avg #1.0 over 1 mention); perplexity is the most sceptical (#16.0).”
synthesised · the AI panel
What the press says
Positive · 8 stories · 30d“Old Spice's recent coverage is dominated by positive brand initiatives including product launches and educational partnerships, though one article reports a costly legal settlement with a comedian.”
synthesised · 8 articles via Google News · Touchdown Alabama, Entertainment Weekly +6
The brief
The brand in a paragraph.
Old Spice began in 1938 in the United States. They make deodorant, cologne, and grooming products. They are best known for their deodorant. The brand appears across 6649 tracked brands. It ranks first in Beauty and Personal Care. Men have worn it for decades. The scent remains recognizable across generations. It endures because it works.
Act one
What the machines think.
Three 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.
Gemini ranks Old Spice highest (avg #1.0 over 1 mention); perplexity is the most sceptical (#16.0).
Gemini
#1.0
avg over 1 mention · best #1
ChatGPT
#14.7
avg over 3 mentions · best #2
Claude
#15.8
avg over 4 mentions · best #2
perplexity
#16.0
avg over 2 mentions · best #5
Wins & misses?
Where it leads, where it lags.
1 top-10 win (1 #1) versus 2 lag spots where Old Spice finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 8 weeks of tracking: 5 intents steady, 0 climbed, 0 slipped.
Act two · ★ new
What the people say.
The same lineup, judged by the owners who bought and filmed it — and 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. 8 pieces in the last 30 days, coverage skews positive.
TTouchdown AlabamaTouchdown Alabama·Critical
How Derrick Henry forced Old Spice to pay comedian more than $100,000:max_bytes(150000):strip_icc()/Only-Murders-in-the-Building-Martin-Short-Steve-Martin-Selena-Gomez-061526-0fb0ac0c0e794cf9903970f93bfa7a22.jpg)
EEntertainment Weekly
YYahoo Finance
BBusiness Wire
SSpringfield News-SunSpringfield News-Sun·Positive
2026 Old Spice School of Swagger Graduation ceremony
IIdaho State JournalIdaho State Journal·Positive
2026 Old Spice School of Swagger Graduation ceremony
LLittle Black Book | LBBOnlineLittle Black Book | LBBOnline·Positive
Old Spice Reimagines Boyz II Men Classic for 'Mom Song' Return
JJournal-News.comJournal-News.com·Positive
2026 Old Spice School of Swagger Graduation ceremonyas of June 16 · 8 stories?
Act three · ★ new
Do they agree?
Put the two verdicts side by side — every product with its AI rank and its reviewer score — and see where the machines and the buyers line up, and where they don't.
The lineup, reconciled?
Every product — both verdicts.
Swagger Antiperspirant & Deodorant is Old Spice's most-recommended product, ranking across 2 buyer questions, with Oasis Deodorant Stick close behind.
Traits?
The words the panel uses.
AI most often praises Old Spice for being "long-lasting" (3 mentions) and "popular" (2).
- long-lasting3
- popular2
- affordable2
- value2
- reliable2
- iconic scent2
- dependable1
- classic scent1
- bold scent1
- high street favorite1
- iconic brand1
- familiar scent1
Rivals?
Who it competes against.
Old Spice and Every Man Jack are neck and neck — 1–2 across 3 shared questions.
- Every Man Jack
Beauty & Personal Care
Every Man Jack leads 2–1
Across 3 shared questions
- Kiehl's
Beauty & Personal Care
Kiehl's leads 2–1
Across 3 shared questions
- Jack Black
Beauty & Personal Care
Jack Black leads 2–1
Across 3 shared questions
- Vanicream
Beauty & Personal Care
Old Spice leads 2–0
Across 2 shared questions
- Nivea Men
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Ursa Major
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Beardbrand
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best #1), across 3 buying intents.
- AI verdictGemini ranks Old Spice highest (avg #1.0); perplexity most sceptical (#16.0).
- TraitsMost often associated with “long-lasting” (3 mentions) and “popular” (2).
- Top productSwagger Antiperspirant & Deodorant is the most-mentioned Old Spice product this snapshot.
- Closest rivalEvery Man Jack (1–2 across 3 shared intents).
browse Old Spice in these categories