Professional race car driver Danica Patrick has signed a worldwide licensing agreement with Boston-based fragrance marketer SA Fragrances that calls for the mid-March launch of a scent called Danica Patrick for Her.
This story first appeared in the December 23, 2009 issue of WWD. Subscribe Today.
The deal was inked in October, and an eau de parfum is expected to debut in a 1-oz. purse spray for $29.50, a 1.7-oz. spray for $39.50 and a 3.4-oz. spray for $54.50.
Jon Klein, vice president of sales for SA Fragrances, said he anticipates the scent will be launched in about 750 doors in the U.S., including midtier department stores, specialty stores and independent boutiques.
Industry sources estimate the scent could generate first-year retail sales volume of $7.5 million to $10 million. It will be supported by a national ad campaign breaking in March issues of beauty and fashion magazines that’s said to be worth upward of $5 million.
The scent will be promoted at races, including Indy Racing League and NASCAR events that Patrick, 27, participates in beginning in February. Some five million sample vials are to be disseminated to support the launch, Klein noted.