BRUT ACTIFBLUE IN CANADA
By Adnews Staff
U.S.-based Chesebrough-Pond's is bringing Brut Actif Blue by Fabergé to the Canadian market this week. The fragrence line is formulated for young men who consider themselves the outdoorsy type. It comprises after shave splash, after shave, after shave gel, spray cologne, deodorant and anti-perspirant. TV and print advertising for the launch began last week. The ads were created by Ammirati & Puris/Lintas of New York. MacLaren:McCann of Toronto localized them for the French market in Canada and did the Canadian media buy. Actif Blue has been in the U.S. for a year. According to the Canadian Cosmetics Toiletries and Fragrance Association, 52% of men use fragrance five times per week, and the male toiletry market sees $186 million in retail sales annually. In 1994, sales were up 9.5% over 1993.