NEW YORK — Elizabeth Arden is the latest beauty company to make it to the stock car starting gate in an effort to pep up a venerable brand —?in Arden’s case, Halston Z-14.

Racing champion Jeff Gordon, a four-time winner of the National Association of Stock Car Auto Racing, or NASCAR, championship stock car race, signed a deal Thursday to be the face of the 28-year-old fragrance, said E. Scott Beattie, chairman and chief executive officer of Elizabeth Arden. The contract is for three years, noted Lauren Mennella, vice president of prestige fragrances, in a telephone interview with WWD Thursday morning.

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