Procter & Gamble’s (P&G) grooming brand Old Spice has introduced new Red Collection premium scents for men.

Featuring the new ‘Fade-Resistant Scent Technology’, the Old Spice Red Collection provides long-lasting scent benefits and includes antiperspirants, deodorants, body washes, body sprays and shampoos.

P&G Old Spice brand director Janine Miletic said: “With our new Red Collection and supporting ad campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France.

“With our new Red Collection and supporting ad campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France.”

“After all, we have some of the world’s most renowned perfumers on our team and we’re excited to democratise the premium scent experience by introducing scents inspired by fine fragrance brands to the Grammys and to guys everywhere in the male grooming aisle.”

The brand’s collection of scents include Captain, a modern scent with crisp top notes of water and citrus with subtle green notes;  Ambassador, a classic masculine scent with creamy amber flavoured with spicy, woody top notes; and Nomad, an aquatic fragrance with elements of fougère in juicy citrus and crisp watery fruits.

Designed to curb nose-blindness, the brand’s fade-resistant scent technology is used to infuse P&G’s secret raw perfume ingredient mixture into the product.

According to test results of a study commissioned by P&G in 2015, 83% of men noted that the technology-infused deodorants smelled the same even after four weeks of usage as on the first day.

Launched to mark the brand’s 80th anniversary, the Old Spice Red Collection is available at all drugstores, grocery stores and mass merchandisers nationwide.