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BeautiControl Menswear cologne will help "refocus" company efforts on men's market.

This article was originally published in The Rose Sheet

Executive Summary

BEAUTICONTROL MENSWEAR SCENT AIMING TO ATTRACT "CASUAL" MALE CONSUMERS and tap into the "booming" men's fragrance market, the Carrollton, Tex.-based company said. BeautiControl Cosmetics is positioning Menswear cologne as a "clean, fresh, rugged" alternative to its first men's fragrance offering, "sporty, trend-oriented" Torch. While Torch features sweet, floral nuances, Menswear offers a "crisp, citrusy" wear, the direct-sales firm explained. BeautiControl's second men's fragrance is available now through the company's over 50,000 sales consultants.
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