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IN HONOR OF FATHER'S DAY BRUT CELEBRATES MASCULINITY

 NEW YORK, June 11 /PRNewswire/ -- At a time when Americans are returning to old fashioned values and traditions in unprecedented numbers, nothing celebrates traditional masculinity better than Brut for Father's Day.
 It is no surprise that Brut is the number two best selling cologne and toiletry line in America's mass market. Since its introduction in 1964, Brut has been the choice for millions of father's, sons -- and the women who love them -- when they want something with a manly, active and rugged personality.
 Recent surveys of more than 2,500 consumers revealed that men of the 90's no longer emulate the "macho" breed of the 70's nor the "sensitive man" image of the 80's. "Research revealed that characteristics of today's men very much include traditional values. Consumers overwhelmingly responded to masculine values like being brave, experienced, confident, and caring," says William Ecker, vice president, marketing, Chesebrough-Ponds U.S.A. "A key finding of our research, from both men and women, was that traditional masculinity was what was most appealing, and this meant that a man was capable of having an intimate relationship."
 Father's Day is one of the best opportunities to say thank you. As a Father's Day kick-off, tear-off coupons (TOP) will be in stores, good for $1.00 on a single Brut product or $3.00 for two products. New trial sizes of Brut Splash-On and Brut Tri-Guard Shave Foam will also be available for $.99 cents.
 -0- 6/11/93
 /CONTACT: Donna Amendolara or Lauren Kahn of Cairns & Associates, 212-421-9770, for Chesebrough-Ponds U.S.A./


CO: Chesebrough-Ponds U.S.A. ST: IN: HOU SU:

TS-OS -- NYFNS1 -- 0922 06/11/93 07:31 EST
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Jun 11, 1993
Words:276
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