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Brut Adds New Deo SKUs

February 5, 2014

Venerable men's grooming line gets packaging update too.

Activity in the men's grooming category continues, with the latest move coming from Brut.

The venerable brand is rolling out new antiperspirant/deodorants called Blue Wave and Black Ice. In addition, Brut's entire line of grooming products has received a new look for 2014.

The Blue Wave scent boasts spicy undertones blended with citrus/hesperidic top notes, while Black Ice features hints of amber mixed with aromatic top notes. Both clinically-proven, 24-hour anti-perspirant/deodorants are formulated with Trimax Triple Action Formula to protect against wetness and odor.

The updated package design offers a proprietary look that is bold and masculine. In addition, the new, modern logo reflects the key attributes of the Brut man: strong, confident and powerful, according to the brand.

"We are really proud of this year's changes," says Rick Cutler, marketing director at Idelle Management Company. "The added antiperspirant/deodorant scents are a great way to offer something new, while staying true to our roots, and the updated packaging really speaks to the Brut consumer."

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