Brut (cologne)
From Wikipedia, the free encyclopedia
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.[1]
In 1968 a budget range was marketed as Brut 33 because it contained 33% of the fragrance of the original product[2] and was packaged in cheaper plastic bottles. This was described as a "lighter fragrance".[1] Fabergé was taken over by Unilever in 1978,[1] and transferred to the Ponds division in 1989.[2] There the whole Brut 33 range took over the name Brut.[2] The Fabergé version became "Brut Classic by Fabergé" and retained its distinctive packaging.[2] In 2003, the rights to the brand were purchased for some regions by Idelle Labs, a division of Helen of Troy Limited.[1]
Called "The Essence of Man" in its advertising, BRUT is marketed in the United States as representing traditional masculine strength of character. Sponsorship of the NHRA and of driver Ron 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 player Hank Aaron, basketball player Wilt Chamberlin, and boxer Muhammed Ali. The star of the 1970s United Kingdom advertising campaign was boxer Henry Cooper who used the slogan "splash it all over". Footballer Kevin Keegan and Motor Cycle World Champion Barry Sheene also appeared in the campaigns. In Germany the brand was endorsed in the 1970s by famous football player Franz Beckenbauer. The footballer Paul Gascoigne also starred in an advertising campaign. Domestic violence allegations by his wife led to negative publicity which reflected badly on the Brut brand as the ironic reference to Brut / Gascoigne being a "brute" followed.
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.
