Designer Parfums gets F1 license deal

By

Barbara Santamaria

Published
May 13, 2019

Designer Parfums, the company behind celebrity fragrance brands including Jennifer Lopez and Ariana Grande, has signed a license deal with Formula 1, becoming its first ever official perfume partner.

The company said the new creation will “tell the evocative story of Formula 1 through fragrance”, leveraging the sport’s heritage to give fans another way to engage with the brand.

The deal will see the perfume maker not only develop a new fragrance, but also market the new product with the help of British designer Ross Lovegrove, who has been commissioned to create a special packaging design.

“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,” commented Dilesh Mehta, chairman and CEO of Designer Parfums.

The company’s portfolio also includes Aigner Parfums, Porsche Design, Scherrer, Cerutti 1881 and Playboy.