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Elizabeth Arden & ISCA to introduce Daytona 500 fragrance for men

21
Feb '06
Prestige beauty products company Elizabeth Arden Inc and International Speedway Corporation (ISCA) announced the launch of the Daytona 500 fragrance for men. The companies entered into an exclusive licensing agreement in 2005 for the development, manufacture, marketing and distribution of men's personal care products carrying the related trademarks of Daytona International Speedway.

'The creation of the Daytona 500 fragrance represents an untapped branding approach that further complements our portfolio of leading fragrances,' said Elizabeth Arden Chairman and Chief Executive Officer Scott Beattie.

'The Daytona 500 fragrance leverages the prestige and popularity of this premier sporting event to reach consumers and motorsports enthusiasts across the country. We look forward to introducing this outstanding fragrance at the 48th annual Daytona 500.'

'We are excited to partner with Elizabeth Arden, a globally renowned cosmetics leader,' commented ISC President Lesa France Kennedy.

'This unique partnership further demonstrates the sport's expanding appeal to non-traditional motorsports marketers. This agreement is a testament to the global reach and brand recognition of our marquis event, the Daytona 500. We will continue to work closely with Elizabeth Arden to help maximize the success of our relationship.'

Under the terms of the agreement, Elizabeth Arden will leverage the premium value of the "World Center of Racing" in men's fragrance and ancillary body products, including aftershave, skin-care products, antiperspirants/deodorants, bath gels and body lotions.


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