Those who think of men’s grooming products as a millennial concept clearly don’t know about Baxter of California. The line, founded in Beverly Hills way back in 1965, quickly became famous for its masculine moisturizers and skin toners, which protected against the West Coast sun without pink packaging or fruity scents. Its first cologne, Baxter Bravado, was appropriately woodsy, popular in the ’70s but discontinued several years ago. This season, the company relaunches its fragrance division with Bravado 2 and Bravado 3, a pair of sharp scents with strong citrus notes. For the packaging design, the company hired art director Marc Atlan, whose firm has produced brash and clean imaging for Prada, Yves Saint Laurent, Helmut Lang, Tom Ford, and Comme des Garçons. In keeping with the eco-friendly zeitgeist, Atlan designed a fresh cardboard container with tabs and slots that eliminate the need for glue and foil applications in lieu of ink. Bravado 2 and 3 are available exclusively at Barneys.

Photography Albert Giordan

KEYWORDS: Baxter of California, fashion, Fragrances, grooming, Marc Atlan

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