Venerable Procter & Gamble-owned men’s grooming brand Old Spice offered football fans a “sneak sniff” of its new Spice Alchemist line during a brand activation at Super Bowl LX in San Francisco.

New Spice Alchemist includes “cologne-infused” deodorant and body wash as well as a cologne mist in four premium scents: Cashmere & Vanilla Wood, Velvet Sage & Driftwood, Yuzu Peel & White Wood and Cardamon & Amber Wood.

Consumers are looking for more sophisticated offerings in their deodorant products, and marketers are answering the call.

“We know that many guys are seeking a more elevated scent experience. They want the scent sophistication of a fine cologne without sacrificing high performance odor protection they’ve come to expect from Old Spice products,” said Kate DiCarlo, senior director of communications, Old Spice.

The Spice Alchemist Collection will roll out nationwide this month at all major retailers, according to P&G.