NEW YORK — The men’s fragrance category at mass is about to get a classic shot in the arm thanks to new efforts from Old Spice and Brut.
Both brands are launching stand-alone scents this fall, two entries designed to bring a new generation of users to the decades-old brands.
Procter & Gamble-owned Old Spice will introduce an eau de toilette called OS Signature, a sophisticated departure from the 68-year-old cologne and aftershave brand’s iconic buoy-shaped bottle.
For Brut, a 42-year-old brand, “This new fragrance is our second ever,” noted Marc Broccoli, who heads men’s category marketing for Brut’s parent, Idelle Labs Ltd., a unit of Helen of Troy.
Men’s fragrance sales in drug, grocery and mass retail stores, excluding Wal-Mart, slid 1.1 percent to $282.2 million for the year ended March 26, according to Information Resources. Much of this figure is made up of scents traditionally carried in the department store channel.
Both OS Signature and Brut Revolution look decidedly more upscale than the fragrances already marketed by Old Spice and Brut. Given the design aspects of the scents, their respective complexity and their higher price points, they are more akin to what one might see at the department store fragrance bar.
“OS Signature was designed to bring Old Spice fragrance to a new generation of younger users,” said brand manager James Taylor, noting the scent targets guys 18 to 34 years old. “It was created as a new [Old Spice] flagship scent. Classic is back in vogue.”
Givaudan blended OS Signature, which features opening accords of lime, grapefruit, pine and aldehydic notes; a heart of ozonic marine accord, water flowers and coriander leaf, and a base of cedarwood, patchouli musk and amber. OS Signature’s transparent, cylindrical bottle was developed by design firm Nicosia Creative Expresso Ltd., aka Nice, and features a silver collar, a red cap and red graphics.
OS Signature will be carried in grocery, drug and mass stores, but Taylor calls it a “masstige” scent, a positioning he said brings “class to mass.” Further blurring the mass and class lines is the fact that P&G Prestige Products Inc., a sister company of P&G Beauty’s Old Spice, flexed its development muscle in creating OS Signature.
Meanwhile, Brut Revolution, a cologne that was mixed by Yves Cassar of International Flavors & Fragrances, is described as a fresh, aromatic scent. It features fruity and green top notes as well as olfactory accords of aqueous wood mist, black pepper, patchouli, musk and moss. The blue and transparent flask-like bottle was designed in conjunction with Coryn Dickman Design Consulting.
Brut Revolution targets men 25 to 54 years old and is intended for a core audience of “masculine, athletic [and] independent” guys ages 25 to 34, noted Broccoli. “We are looking for Brut Revolution to bring new users to the brand,” he added.
Brut Original Cologne is priced at about $8.50 for 5 oz., and its Splash On retails for around $7.50 for 7 oz. In contrast, the Brut Revolution collection is priced from $9.99 to $19.99 for two sizes of the cologne, 1.3-oz. and 2.5-oz., and one 2.5-oz aftershave. Ancillary items, including deodorant, are planned for next year.
Original Old Spice cologne and aftershave — both in the 4.25-oz. buoy-shaped bottle — now retail for about $10 and $7, respectively. OS Signature will come in two edt sizes: a 1-oz. for $17.99 and a 1.7-oz. for $22.99. A 1.7-oz. aftershave will be available for $22.99.
Industry sources estimate Brut Revolution could do $20 million in first-year retail sales volume, and that about $10 million would be spent to advertise and promote it.
OS Signature could generate $25 million in first-year retail sales volume, according to sources, on an advertising and promotional budget in excess of $12 million.
Both scents are to be rolled out to between 20,000 and 30,000 mass-market doors from August through September and will be promoted via print advertising.
While the OS Signature ad campaign is still being hammered out, executives expect the brand to reach “millions” of consumers via its promotional campaign.
The Brut effort will include major men’s lifestyle, fashion and sports magazines. Brut Revolution will be featured in TV ads on ESPN2, Broccoli noted, and two million scented impressions will further promote the scent.