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."