![]() The armed forces required men to be clean-shaven for both hygienic and practical purposes: A shaved face ensured a close fit for a gas mask. ![]() World War I changed that, says fragrance historian Michael Edwards. Before the invention of the double-edged safety razor, men had to brave a barber shop to shave. To really understand why Old Spice became iconic, one must consider its historical context. ![]() Old Spice is the official scent of generations of American men, but what would it be like to wear it in 2021? Does it still smell good? I clicked "Buy Now" on Amazon to find out. Hell, it’s the actual Old Spice slogan: “If your grandfather hadn’t worn it, you wouldn’t exist.” In the 80 years since its invention, Old Spice has become the object of pastiche, one of the rare brands, like Kleenex, Post-It, and Jacuzzi, that transcend the shop shelves and becomes shorthand for an entire category-or, in this case, a smell. I don’t think my grandfather actually wore Old Spice aftershave, but I wouldn’t be surprised if he did.
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