Elizabeth Arden, Daytona 500 Launch Fragrance Line

Posted on by Chief Marketer Staff

The Daytona 500 now has a scent to go with the sport.

Thanks to an agreement brokered between Miramar, FL-based Elizabeth Arden, Inc. and International Speedway Corp., the Daytona 500 Fragrance for Men launched February 8.

The line of men’s personal care products carry related trademarks of the Daytona International Speedway.

“The creation of the Daytona 500 fragrance represents an untapped branding approach that further complements our portfolio of leading fragrances,” said Elizabeth Arden Chairman and CEO Scott Beattie in a statement. “The Daytona 500 fragrance leverages the prestige and popularity of this premier sporting event to reach consumers and motor sports enthusiasts across the country.”

Elizabeth Arden will leverage the motor racing events to promote the men’s fragrance and ancillary body products, including aftershave, skin-care products, antiperspirants, deodorants, bath gels and body lotions.

This unique partnership further demonstrates the sport’s expanding appeal to non-traditional motor sports marketers,” said ISC President Lesa France Kennedy in a statement. “This agreement is a testament to the global reach and brand recognition of our marquis event, the Daytona 500.”

The Daytona 500 runs February 19.

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