Bauer Scent Smells Of Woods, Ad Money

Just about any man who wants to smell like the great outdoors knows how to do it: stand in the rain for a little while, pick up some pine needles and maybe a little pitch, then work up a big sweat. The resulting aroma is unmistakable.

But Eddie Bauer Inc. has a better idea: bottle the aroma of the outdoors and sell it to urban guys for $10 to $30 as cologne and soap.

The Redmond retailer said today it will launch Eddie Bauer Adventurer, a line of products "designed as a comfortable, masculine scent that embodies the spirit of the outdoors." The products will be sold only in Eddie Bauer stores and catalogs.

The company says it will spend $90 million advertising the products, including Eddie Bauer's first major-market television ads.

The products include a cologne spray, aftershave, aftershave balm, shower gel, soap and a cologne/razor gift set.

But there's nothing sissy about the image Eddie Bauer wants for these products. Packaged in "deep forest-green bottles, natural papers and rawhide," the products will be displayed on store shelves "in a weathered canoe and on fixtures of natural pine and glass," Eddie Bauer said.