UNILEVER SELLS BRUT FOR $55 MILLION

Men's Products Acquired by Helen of Troy

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CINCINNATI (AdAge.com) -- Unilever today said it has agreed to sell its Brut brand of men's personal care products in the Americas to Helen of Troy for $55 million.

No ad agency
Brut, which does not currently have an ad agency assignment, had sales of $45 million in North and South America in 2002, according to Unilever. The company declined to comment.

Helen of Troy, headquartered in El Paso, Texas, specializes in buying and running orphan personal-care brands. The company also sells licensed brands such as Vidal Sassoon, Revlon and Dr. Scholl's.

Other brands for sale
Brut is one of hundreds of brands globally Unilever has shed or is looking to shed under a restructuring plan. Executives familiar with the situation said the company also is looking to sell its Mentadent, Pepsodent, Aim and Close Up oral-care brands; Sunlight dish detergent; Niagara spray starch; and Final Touch fabric softener brands in North America.

Published reports also say Unilever is trying to sell the Salon Selectives hair-care brand.

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