Formula 1 partners with Designer Parfums

UK-based Designer Parfums become the first-ever official fragrance partner of Formula 1, having successfully signed a licence deal.

The partnership follows last month’s announcement of CAA-GBG Global Brand Management Group’s, a premier brand management company and a subsidiary of Global Brands Group, partnership with Formula 1 to grow their global audience and improve the overall fan experience.

Designer Parfums is excited about telling the evocative story of Formula 1 through fragrance and plans to leverage the sport’s heritage, principles and advanced technologies to expand reach and ensure that fans across the world can enjoy yet another way to engage with this innovative brand.

“We are honoured Formula 1 are trusting our ability to translate this amazing global sport and entertainment brand, with more than 500 million fans across the world, into an exciting and innovative fragrance proposal. Our ambition is to build a fragrance brand that merges both a highly legitimate approach to the perfume world with the core values of Formula 1,” said Dilesh Mehta, chairman and CEO of Designer Parfums.

“We are working very hard to do this differently, and are willing to take risks, just like the sport does, from the way we develop the most amazing fragrances, to the concept and the way to market it, from the bottle to the packaging. We want to make sure fans and consumers feel a strong connection to what Formula 1 stands for. For this, we have commissioned the visionary designer Ross Lovegrove to help us translate this spirit aesthetically and deliver a design that marries technology, new materials with breakthrough packaging,” he added.