- Brut (cologne)
Brut is the brand name for a line of men's grooming and fragrance products first launched in 1964 and currently ranked among the top 3 men's fragrances sold in mass. Original Brut, which now includes aftershave balms and deodorant, was first introduced by Fabergé. Packaged in a green glass bottle with a silver-coloured medallion, it was viewed as a prestige product, and is still sold in France as such. [http://www.brutworld.com/ Brutworld] ]
In 1968 a budget range was marketed as Brut 33 because it contained 33% of the fragrance of the original product [http://www.basenotes.net/ID26120258.html Basenotes Scent Website] ] and was packaged in cheaper plastic bottles. This was described as a "lighter fragrance". Fabergé was taken over by
Unilever in 1978, and transferred to the Ponds division in 1989. There the whole Brut 33 range took over the name Brut. The Fabergé version became "Brut Classic by Fabergé" and retained its distinctive packaging. In 2003, the rights to the brand were purchased for some regions by Idelle Labs, a division ofHelen of Troy Limited .Called "The Essence of Man" in its advertising, BRUT is marketed in the
United States as representing traditional masculine strength of character. Sponsorship of theNHRA and of driverRon Capps highlights fatherhood, teamwork, and courage as hallmarks of the user.Athletes have traditionally represented the brand, including, in the United States, American football player
Joe Namath , baseball playerHank Aaron , basketball playerWilt Chamberlin , and boxerMuhammed Ali . The star of the 1970sUnited Kingdom advertising campaign was boxer Henry Cooper who used the slogan "splash it all over". FootballerKevin Keegan and Motor Cycle World ChampionBarry Sheene also appeared in the campaigns. In Germany the brand was endorsed in the 1970s by famous football playerFranz Beckenbauer . The footballerPaul Gascoigne also starred in an advertising campaign.In 2006, current owner Idelle Labs launched BRUT Revolution, an "ozonic" variant on the core fragrance. "As Different As You Are" is the theme of the fragrance, which is housed in a blue and silver bottle, breaking with the traditional green of the original.
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