The speed and glamour of the world’s premier motor racing series is about to be captured in a Formula 1 perfume.
Designer Parfums has added the brand to its growing lifestyle and celebrity portfolio, becoming the first ever official Formula 1 perfume partner.
The company says it plans to tell “the evocative story of Formula 1 through fragrance, and 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”.
“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,” said Dilesh Mehta, chairman and CEO of Designer Parfums.
Designer Ross Lovegrove has been commissioned to help deliver a design that marries technology, new materials and breakthrough packaging.
“We want to make sure fans and consumers feel a strong connection to what Formula 1 stands for. 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.”