Bravado 2 & 3 by Baxter


New products from our friends at Baxter of California:

"Baxter of California, the premium men’s grooming line since 1965, is expanding into the personal fragrance category with two new colognes namely, BRAVADO 2 and BRAVADO 3. Both fragrances are set to debut mid-April exclusively at Barneys New York locations around the country. Each 3.4 oz (100ml.) bottle will retail for $80.

Why Bravado 2 and Bravado 3? The Company’s founder Baxter Finley first launched the  original Bravado, a floral woodsy cologne in the early 1970’s, but the fragrance has since been retired for over 7 years. As part of Baxter’s expansion into the men’s life-style category, Jean-Pierre Mastey, Baxter’s current president, decided to re-introduce cologne into the line. Mastey appropriately named the new fragrances as an homage to the original cologne.

“The word bravado has an obvious masculine connotation,” says Mastey. “It also has historical significance for the Baxter brand.” Marc Atlan, an art director with fragrance packaging credits including Comme des Gar-cons, Helmut Lang and Yves Saint Laurent, designed Bravado’s new bottle and packaging.

Unlike traditional box packaging, Atlan stayed away from using ink or glue. Instead, he created a bold study in contrasts by use a dense and intricate explosion of splatters, sprays and drips in foil application.

“The packaging is unapologetic, radical and absolutely masculine,” says Atlan. "