I personally have a positive connotation with "Old Spice"; my Dad (R.I.P.) used it, so the smell reminds me of him and my childhood. OK, it's a very simple and old-fashion scent; so what, it's still unique and sticks out (aka: smells out) of the crowd of countless scents on the market today. Any product that is still produced and used over so many decades, can't be that bad and obviously still has enough fans and sales. Just like the classic "4711 Eau de Cologne". IMO, they changed the scent of "Old Spice" a little over time. I believe it use to smell stronger like the spices (i.e. Cinnamon and Cloves), now it has more citric notes to it. What ever; I like wearing it when spending time with my daughter and enjoy it when she says "that smells like Papa"