A new fragrance line designed to "salute America's troops" won't evoke memories of mud-coated camouflage, used PT gear or the inside of a tank.

Instead, the makers of Valor went with "citruses and sexy spices," according to a news release announcing the product, as well as some all-American hints of Virginia cedar and Tennessee bourbon, in an effort to capture the scent of dedicated service, instead of the scent of your battle buddy.

"Even from the color of the bottle ... we didn't go with a khaki green, we went with blue," inspired by the Medal of Honor ribbon, said June Amira, director of beauty marketing and product development for Dana, the company behind Valor as well as the English Leather brand. "We wanted it to be about a 'total man' and the soldier in everyday life. So, we weren't going for a man that would smell like a soldier."

Eau de toilette and body spray for men are available online and in most major drug and retail outlets, Amira said.

And the company has put at least some of its money where its mouth is: A portion of the proceeds will go to military charities, according to the release, and Dana already has donated $100,000 worth of the product to Operation Gratitude, Amira said.

Dana plans a Valor product line for women in the spring, Amira said, with a similar off-duty olfactory approach.

"A woman might be a soldier, but she's also a mother, or a girlfriend," she said. "She probably likes to go dancing ... she wants to feel beautiful."

The fragrance line's Facebook page sums it up the project thusly: "The kid that prevented bullies from taking other kids' Halloween candy is the man who wears Valor today."

Not your speed? Limited quantities of the Army-licensed fragrance "Patton" are still available online.

About Kevin Lilley

Kevin Lilley is the features editor of Military Times.

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