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US. SA Fragrances has signed a global licensing agreement with sports star Danica Patrick, to develop and market a Danica Patrick fragrance.
Danica Patrick for Her will pre-launch in February and make its retail debut in Spring 2010.
“The new fragrance is being developed to reflect the confidence, glamour and uniqueness of Danica and represents her first entree into the world of beauty products,” said the company.
The fragrance will be positioned to attract consumers who currently purchase fragrance brands such as Calvin Klein, Ed Hardy, JLo, Paris Hilton, Britney Spears at price points ranging from US$29.50 to US$54.50.
It will be developed to appeal to a wide audience of consumers who will be reached through innovative event sampling and other interactive experiences.
A soft direct-to-consumer launch will take place from the beginning of February through March 2010 with retail distribution and independent retail channels to follow in early April.
The range will initially include a 1oz edp purse spray, 1.7oz edp spray and a 3.4oz edp spray, with additional fragrance products for second half including bath and body and gift sets.
Danica Patrick for Her will be supported by national advertising and a sampling campaign which will deliver millions of fragrance samples for launch period alone, according to the company.
Huge sampling initiative
“We are honoured to be partnering with Danica Patrick,” said SA Fragrances Vice President Sales Jon Klein. “Her success in the racing world combined with her striking beauty has made her both a role model and mainstream, global icon.
“The launch and continued promotion of Danica Patrick for Her will include a huge sampling initiative, a major online campaign and event marketing at racing and other venues. Danica’s fragrance will immediately be recognised as the hot new fragrance of 2010.”
SA Fragrances President David Hartman commented: “The fact that Danica and [her agent] IMGWORLD chose SA Fragrances to launch her fragrance is a testament to the fact that the fragrance industry is ready for a renaissance back to the creative, innovative perfume houses that consider perfume to be an art, not a commodity.
“Danica’s fragrance line will reflect her lifestyle, professional and romantic sides, and will be accompanied by an advertising campaign which celebrates Danica,” he added.
About SA Fragrances
SA Fragrances designs, markets and distributes prestige signature and fashion brand fragrances and perfume-related products. The company markets the Annika by Annika Sorenstam signature fragrance (recently voted the number one female golf gift, it says) and will soon announce the launch of two additional fragrances.
For details, contact Jon Klein, SA Fragrances, 119 Braintree Street, Boston, Massachusetts 02134, US, e-mail: info@safragrances.com Visit www.safragrances.com
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