Brut aftershave making a comeback
Glasgow, Scotland, Jun. 2 (UPI) -- Brut 33, the
1970s British aftershave endorsed by superstars
who "splashed it all over," is staging
a comeback under new ownership.
Souter Healthcare, the new owner, plans to re-launch
the brand on Father's Day, the Glasgow Daily Record
reported Wednesday.
The question, however, is are Britain's males
ready for Brut 33, which was once promoted by
icons such as boxer Henry Cooper, footballer Kevin
Keegan, and motorcyclist Barry Sheene.
Scots-born beauty product marketing expert Alistair
MacDonald says, "Times and tastes have moved
on. Men are more sophisticated and take grooming
seriously. But you can't blame the new owners
for trying. The market is awash with established
brands. It'll be a tough battle out there."
Brut, after its huge marketing success, eventually
was overtaken by Obsession For Men, Polo, and,
more recently, Gucci For Men.
Susan Deasy, Brut's marketing manager, said: "We
think there's a good opportunity to make a brand
synonymous with the 1970s into a credible male
grooming brand for today."
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