Some brands are forever. Ray Ban, Levi’s, Mercedes Benz – all making products that retain the same style now as they did half a century ago.

Other brands, however, have dated so hideously that all the logo changes and new products in the world are unlikely to restore their faded glory. Like Old Spice.

And yet, the aftershave so beloved by nautically-excited old men everywhere has reinvented itself as OS Signature. Claimed to be ‘new and improved’, the rebranding is so dramatic and foreign that it almost counts as deceptive marketing.

Imagine the horror of young men the world over this Christmas when, after receiving a funky, fresh cologne from ignorant, well-meaning grandparents, they apply it only to smell identical to their septuagenarian gift-givers…

OS Signature [via Ask Men]