A personal appearance from Dale Earnhardt Jr. helped drive Drakkar Noir fragrance sales to record highs. Drakkar Noir, Nextel Cup Racing’s first prestige fragrance, attracted racing fans in Richmond, VA to Short Pump Town Center in September when Mr. Earnhardt made a personal appearance at Hecht’s. More than 1000 consumers raced to the store, making it “the most successful event for men’s fragrances in the store’s history,” according to executives. Racing enthusiasts came from as far away as Ohio to purchase autographed bottles of the fragrance.
A personal appearance from Dale Earnhardt Jr.
Published November 22, 2005
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