Unilever Shaves Brut from Americas Portfolio

04 September 2003

Men’s toiletries range Brut is the latest brand on the sharp end of Unilever’s restructuring.

The Anglo-Dutch colossus has agreed to offload the brand in the Americas to personal-care group Helen of Troy for $55 million (€50.7m; £35.0m). The buyer is a specialist in such products, having licensed marques such as Vidal Sassoon, Dr Scholl’s and Revlon.

Sales of Brut – which is not currently handled by an ad agency – totalled $45m in North and South America last year.

Unilever is shedding hundreds of non-core brands. Also rumoured to be up for sale are oral care products Aim, Close Up, Pepsodent and Mentadent; hair-care range Salon Selectives; Final Touch fabric softener; spray starch Niagara; and Sunlight washing-up liquid.

Data sourced from: AdAge.com; additional content by WARC staff