Start Your Engines, Danica Patrick to Launch Scent

2009-12-23 | 09:04

Indy driver fragrance to debut in March.

Indy race car driver Danica Patrick has signed a worldwide licensing agreement with Boston-based fragrance marketer SA Fragrances that calls for the mid-March launch of a scent called Danica Patrick for Her.

An eau de parfum is expected to debut in a 1-oz. purse spray for $29.50, a 1.7-oz. spray for $39.50 and a 3.4-oz. spray for $54.50. The scent will be launched in 500 doors in the U.S., including midtier department stores, specialty stores and independent boutiques.

The scent will be promoted at races, including Indy Racing League and NASCAR events that Patrick, 27, participates in beginning in February. Some five million sample vials will support the launch.