Old Spice to open its first-ever retail location — not your typical barbershop

Marianne Wilson
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Old Spice boat

Old Spice is updating and expanding the standard barbershop experience with its first brick-and-mortar location.

The 80-years-plus men’s grooming brand from P&G is opening a storefront that will serve as a barbershop, retail store, content studio and laboratory to test new products. Set to open on March 1 in Columbus, Ohio, the space has a classic  look, with iconic Old Spice murals and images lining the walls. Fun, brand-inspired “easter eggs” are located throughout the space, including a reception desk that made from a wooden boat — a nod to Old Spice commercials - that has been chopped in half. Three-D models of various cuts and styles reimagine the traditional menu of available services.

In addition to offering traditional men’s grooming services and selling Old Spice’s new and updated hair care and styling formulas, the location features a fully-functioning content studio. Where Old Spice can capture, produce and distribute real-time social and digital content, expanding the experience from Columbus to across the country. Content will include everything from celebrity barber tips to funny, over-the-top haircuts that will be distributed through Old Spice and influencer social channels. 

The barbershop will also spotlight weekly visits by celebrity barbers as part of the brand’s exclusive “barbershop residency” program. Beginning at launch, celebrity barbers will bring their talents to Columbus for a weekend residency to shoot content, style hair, lead hair information sessions and more.

“Old Spice is turning the traditional barbershop on its head by welcoming guys into the Old Spice universe for a real-life experience with the brand they know and love,” said Leif Edgar, Old Spice brand director at Procter & Gamble. “Every single detail from the front desk to the mural in the back of the shop has been created for a truly memorable experience as we help our guys navigate the seas of manhood with the perfect haircut, style and hair grooming products.”