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Full Speed Ahead for Fragrance

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By: Jamie Matusow

Editor-in-Chief

Elizabeth Arden and International Speedway Corp. have announced the launch of Daytona 500 fragrance for men. The companies entered into an exclusive licensing agreement in 2005 for the development, manufacture, marketing and distribution of men’s personal care products carrying the related trademarks of the Daytona International Speedway.

Under the terms of the agreement, Elizabeth Arden will leverage the premium value of the “World Center of Racing” in men’s fragrance and ancillary body products, including aftershave, skin-care products, antiperspirant/deodorant, bath gels and body lotions.

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