Designer Parfums named as Formula 1's first official perfume partner


The fragrance house also creates celebrity branded scents for Ariana Grande, Jennifer Lopez and Nicki Minaj

Designer Parfums – the company behind Nicki Minaj’s and Ariana Grande’s eponymous scents – has been named as Formula 1’s first official perfume partner.

The deal aims to grow prestigious competition’s “global audience and improve the overall fan experience”.

Formula 1 and Designer Parfums have not shared any specific details about the upcoming perfume line, except that British designer Ross Lovegrove has been hired to create the packaging.

Lovegrove promotes sustainable design practices and previous clients include Apple, LVMH and Tag Heuer.

Dilesh Mehta, CEO of Designer Parfums, described the upcoming brand as an exciting opportunity that aims to engage with Formula 1’s 500 million fans.

“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,” he said.

“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.

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“We want to make sure fans and consumers feel a strong connection to what Formula 1 stands for.”