Dive Brief: Old Spice, the men's grooming brand marketed by Procter & Gamble, next month will open its first barbershop that will also serve as a digital content studio, retail store and test lab to help develop new products. The Old Spice barbershop will open on March 1 in Columbus, Ohio, per an announcement emailed to Retail Dive's sister publication Marketing Dive. The Old Spice barbershop has a fully functioning studio to produce digital and social media content in real time, and will be filled with the brand's products. Its celebrity barber residency program will invite stylists with clients such as actors, athletes and musicians to create content, provide tutorials on men's grooming and host other interactive customer experiences.