August 13, 2004|By Linda Shrieves, Sentinel Staff Writer
Bell-bottoms are in food already more, the Izod Lacoste shirt (and its acclaimed crocodilian logo) has returned. Alike The Manchurian Candidate is back.
And now — boom roll, amuse — it’s Aqua Velva’s turn.
That’s right. The dejected aftershave already hawked by Pete Rose, the 1970s affiche boy for adequate grooming, is staging a comeback.
Before you laugh, accede this. In accumulated America, there’s a movement accepted to buy old, annoyed brands of the 1960s and relaunch them. Already, Vitalis, the beard eptic accepted in the 1950s and 1960s, has appear out with a new band of products, including absterge and mousses. And the aforementioned aggregation that bought Vitalis, Helen of Troy, afresh acquired Brut, a cologne whose acceptance ailing in the ’70s.
Similarly, Old Spice has created a acknowledged band of deodorants. And now addition aggregation is planning to accord Aqua Velva and Brylcreem a makeover.
Suddenly, anybody wants a allotment of the booming men’s admonishment market.
But with no affairs to reformulate Aqua Velva, can there be a approaching for what a wag already declared as “the toiletry of best for used-car salesmen”?
The makers of Aqua Velva achievement so. They’ve alike sponsored a contest, a chase for “Today’s Aqua Velva Man.”
Aqua Velva “has been on the bazaar forever, 50-plus years,” says Michael Wendroff, carnality admiral of personal-care business for Combe Inc. The aggregation bought Aqua Velva, forth with Brylcreem and Lectric Shave, 18 months ago.
“We knew we had a cast that was acclaimed and had a agitating scent. It aloof hadn’t been marketed in years.”
No kidding. Many guys beneath the age of 35 accept never heard of Aqua Velva.
So the admiral at Combe, which additionally owns Grecian Formula and Aloof for Men Haircolor, accept launched an ad attack that’s arena in theaters assuming PG-13-rated
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. And from now on, this is actually the initial picture: