Elizabeth Arden, which is the #2 American perfume creator, will begin offering the “Daytona 500″ men’s fragrance beginning in April 2006.  Elizabeth Arden believes that the scent “embodies the confidence, power and intensity of the men daring enough to race in the ultimate adrenaline rush. The Daytona 500 is arguably the most exciting race of the year and is widely published in sports news publications, as well as sports news programs.

Jeff Gordon, four-time Cup champion and defending Daytona 500 victor, already promotes another product in the Elizabeth Arden fragrance line.  Halston, which is also a men’s fragrance, is promoted by Jeff Gordon, who serves as product spokesman.  When Gordon signed on as a representative in February 2005, Elizabeth Arden claimed that their sales increased by 30-40% from previous sales.  It is this relationship that creates the preexisting association between Elizabeth Arden and NASCAR.                    With the release of the Daytona 500″ fragrance, sports news will once again be swirling around the sport.  But, by April, with the Daytona 500 competition long since past, the new Daytona 500 sports news will come in the form of a men’s fragrance.  During it’s earliest days, racing at the beach in Daytona quickly became the base for which the sanctioning body of NASCAR was born.