By  on July 26, 2012

MILAN — With the launch of Red Power, the new Ferrari men’s eau de toilette, licensee Perfume Holding aims to capitalize on the brand’s luxury appeal and consolidate strong market performances in Brazil and the Middle East.

“The Ferrari world goes way back,” said Enrico Ceccato, chief executive officer of Perfume Holding. He noted that while for years the brand’s focus was on “the world surrounding Formula One racing, competition and fans,” over time Ferrari president Luca Cordero di Montezemolo carefully built up its offering of luxury products, including fragrances, using the silver horse as an emblem.

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