LONDON: Formula 1 and Designer Parfums Sunday announced a license deal that sees Designer Parfums become the first ever official perfume partner of Formula 1.
The news, which follows last month’s announcement that CAA-GBG Global Brand Management Group, the world’s premier brand management company and a subsidiary of Global Brands Group, partnered with Formula 1 to grow their global audience and improve the overall fan experience.
For Designer Parfums, the deal that adds to its growing lifestyle and celebrity portfolio.
As per an official release, Designer Parfums is “excited about telling the evocative story of Formula 1 through fragrance, and plans to leverage the sport’s heritage, principles and advanced technologies to expand reach and ensure that fans across the world can enjoy yet another way to engage with this innovative brand”.
Dilesh Mehta, chairman and CEO of Designer Parfums, said: “We are honoured Formula 1 are trusting our ability to translate this amazing global sport and entertainment brand, with more than 500 million fans across the world, into an exciting and innovative fragrance proposal. Our ambition is to build a fragrance brand that merges both a highly legitimate approach to the perfume world with the core values of Formula 1.”
Mehta continued: “We are working very hard to do this differently, and are willing to take risks, just like the sport does, from the way we develop the most amazing fragrances, to the concept and the way to market it, from the bottle to the packaging. We want to make sure fans and consumers feel a strong connection to what Formula 1® stands for. For this, we have commissioned the visionary designer Ross Lovegrove to help us translate this spirit aesthetically and deliver a design that marries technology, new materials with breakthrough packaging.”
