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Brut Adds New Deo SKUs

Published February 5, 2014
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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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