Formula One is breaking into the fragrance business, capturing the scent of wet asphalt and leather seats for its debut collection that will hit stores in the summer of 2020. It has partnered with Designer Parfums on the venture, although the terms of the deal have not been disclosed.
“F1 was bought by Liberty Media in 2017, and part of that has been to pivot F1 from a motor racing entity and establish it as a media and entertainment brand, which is why we are launching fragrances. It’s also really important that we grow our fan base,” said Ellie Norman, director of marketing and communications at Formula One.
The collection will launch globally with five fragrances and a three-pronged distribution strategy. On Friday, F1 will debut the fragrances in an exclusive, limited-edition bottle at the Formula One Eithad Airways Abu Dhabi Grand Prix 2019, with 100 pieces available to purchase.
The next drop, in the spring, will feature the premium packaging, while in the summer, there will be a launch of new fragrances.