Formula One makes a move on the fragrance industry

today Nov 29, 2019
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Formula One is revving up to release its fragrance collection.

The racing giant is launching its new five-piece scent collection in April 2020, it has announced. But to whet fans' appetites, it has unveiled three limited-edition, 3D-printed artworks designed by Ross Lovegrove. A total of 100 of the pieces, with the collection of five interchangeable fragrances, is available to purchase at the Abu Dhabi Grand Prix through December 1, priced at up to $10,000.

The five fragrances, which were created in partnership with Designer Parfums, draw inspiration from the world of F1. "The unique fragrances and bespoke F1-inspired bottles embody the dynamic qualities of the sport," said Ellie Norman, director of marketing and communications at Formula 1, in a statement.

"We are leveraging the sport's heritage and principles to build a unique fragrance brand that merges a highly legitimate approach to the perfume world with the core values of Formula 1," added Dilesh Mehta, Designer Parfums chairman and CEO. "Being the first fragrance brand to utilize 3D printing is a huge achievement, and we look forward to pushing this even further in future years when we will offer consumers the ability to create their own customized designs."

The collection will launch globally from April next year, with bottles housed in a resin-based exoskeleton, and priced at $250 each.

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