Elizabeth Arden, Inc. and International Speedway Corporation announced the launch of the Daytona 500 fragrance for men. The companies entered into an exclusive licensing agreement in 2005 for the development, manufacture, marketing and distribution of men's personal care products carrying the related trademarks of Daytona International Speedway.
"The creation of the Daytona 500 fragrance represents an untapped branding approach that further complements our portfolio of leading fragrances," said Scott Beattie, chairman and CEO, Elizabeth Arden. "The Daytona 500 fragrance leverages the prestige and popularity of this premier sporting event to reach consumers and motorsports enthusiasts across the country. We look forward to introducing this outstanding fragrance at the 48th annual Daytona 500."
Under the terms of the agreement, Elizabeth Arden will leverage the premium value of the "World Center of Racing" in men's fragrance and ancillary body products—including aftershave, skin-care products, antiperspirants/deodorants, bath gels and body lotions.