MONZA, Italy — Amid the roar of race cars gearing up for the Italian Formula 1 Grand Prix, Ferrari launched its latest men’s scent, dubbed Scuderia, at the F1 racetrack last Friday. Beauty’s fascination with the automobile appears to be holding strong.
Stèphane Bonnet, marketing director of Perfume Holding, said Ferrari scents are among the group’s top sellers, ringing up net sales in 2010 of 25 million euros, or $32.7 million at current exchange. Industry sources estimate Scuderia could hit as much as $15 million in first-year retail sales.
Inspired by the Ferrari of the same name, the scent, which is fronted by Spanish Scuderia Ferrari driver Fernando Alonso, is produced by Italy-based Morris Profumi, a subsidiary of Perfume Holding.
“We have a clear vision and want to be a leader in the semiselective market,” Bonnet said of Perfume Holding’s future plans. Bonnet expects the new scent to reach 20,000 doors worldwide: “We have big expectations,” he added.
Scuderia is an aromatic woody scent composed by Karine Dubreuil of Mane. Sicilian lemon, Provençal lavender and mint make up the scent’s top notes. It has a heart of black pepper, Moroccan rosemary, cardamom, geranium and black tea. Base notes include the olfactory accords of musk, cedar wood, Tonka beans and Indian amber.
Scuderia, an eau de toilette, will come in three sizes: 40 ml., 75 ml. and 125 ml., which will retail for 29 euros, or $37.95, 39 euros, or $51.04, and 49 euros, or $61.13, respectively. Scuderia aftershave lotion and deodorant will accompany the scent.
The bottle, which was designed by Thierry de Baschmakoff from Aesthete Lab, is a translucent glass flacon embellished with Ferrari’s prancing-horse insignia, an element that’s intended to channel the iconic Italian sports car. Design details also include a chrome cap echoing the car’s engine and the brand’s distinctive red stripe.
The scent is rolling out to parts of Europe, Singapore, Hong Kong and the Middle East throughout September and October. It’s pegged to launch in early November in North and South America, and parts of Asia. Launches in Japan and Korea are slated for 2011.
As in Italy, the scent is due to hit Singapore and Brazil in conjunction with the Formula 1 races being held in these countries in September and November, respectively.
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