New Mens Fragrance Appeals to Mustang Fans

New Mens Fragrance Appeals to Mustang Fans

by Ford PR

DEARBORN, June 22, 2007 -- When it comes to brand image, there arent many products that can compare with the Ford Mustang. Just ask the marketers of Estee Lauders Aramis brand, who recently introduced a Mustang fragrance for men.

"Sales of Mustang have just been incredible and beyond expectation," said Jesse Porto, director of Global Marketing for Aramis and Designer Fragrances. "In its first week of sales at Sears stores throughout the United States, it was the No. 1-selling fragrance."

The Sears launch included on-site promotions at 39 locations with Mustang vehicles on display, free samples for shoppers and radio station remotes with disc jockeys inviting listeners to come in and try the new fragrance.

The Sears introduction will be followed later in the summer by roll-outs at Wal-Mart and Kohls department stores and other mass market chains this fall.

"The most powerful thing about the Mustang brand over the past 43 years is how its matured from a car brand into a lifestyle brand," said John Nens, manager of Ford Brand Licensing and part of the team that negotiated the licensing agreement.

"You dont necessarily have to own the car to want merchandise with the Mustang name on it. The brand is more about an attitude and personality that appeals to young and old, male and female, rich and poor."

So what does a Mustang fragrance smell like? According to the Sears Web site: "The invigorating scent is bright and musky with lavender, ginger, and lemon and undertones of pipe tobacco and cedarwood, while the base is finished with amber, fir balsam, and patchouli."

Since 60 percent of mens fragrances are sold to women who give them as gifts to their fathers, brother, sons and boyfriends, Nens sees the association with Aramis as a logical fit.

"It has a broad appeal that touches both sexes and different demographics," he said. "Our ultimate goal with all the merchandise we license is to increase royalty revenue, reinforce the brand and positively impact new vehicle sales."

The Aramis decision to approach Ford Brand Licensing for a Mustang partnership was based on research that showed Mustang fans and male fragrance users have much in common. .For instance, 80 percent of Mustang owners are between the age of 27 and 59. Thats much the same age group that buys mens fragrances.

When Aramis asked focus groups of consumers what words best represented the Mustang image, young, fun, bold, muscle, fast, legendary, classic and affordable were the most used. Marketers also discovered that the Mustang name has a special place in many American minds.

"Every time we presented the concept to various retailers we started getting stories about peoples first car, or the gift from a mother to a father, or how a father and son rebuilt a Mustang in the backyard," said Porto. "Without exaggerating, we heard those kinds of stories in three out of every four presentations we made."

Aramis says the Mustang fragrance is also being targeted to a new kind of male consumer.

The metrosexual label, which began in 2002 and applies to men who have an inordinate interest in appearance and style, has been replaced by the "retrosexual."

"A retrosexual is concerned about how he looks but hes also more of a guys guy," said Porto. "Hes rugged, athletic and comfortable with his own masculinity."