By  on September 16, 2010

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.

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