Industry news

Sarantis and Aramis team up for Mustang Fragrance

by Grant Osborne, 08 May 2007

Estee Lauder's Aramis and Designer Fragances Division have partnered with Sarantis to create a fragrance for Ford's Mustang brand. Lauder own the license and will distribute the fragrance in the US. Greek company Sarantis will be responsible for production and advertising.

“We are so excited to be launching a fragrance with Mustang, an American icon that today holds international recognition and an undeniable established reputation. This fragrance will bring the Mustang man to life while remaining true to the core values and classic tradition of the Mustang brand,” states Robin Mason, Vice President, Global Marketing for Aramis and Designer Fragrances.

“Aramis and Designer Fragrances is a global leader in the industry and we are proud to partner with them. The fragrance they have produced will be a natural extension of the Mustang brand, which has been and continues to thrive as an aspirational American icon for over 40 years,” states John Nens, Director, Global Brand Licensing, Ford Motor Company. “It is a great partnership when you can bring together two companies that are so strongly rooted in American culture as our two companies.”

The masculine fragrance is housed in a graphite collector's tin, and the scent contains notes of lemon, lavender, ginger, fir balsam, cedar, patchouli, amber and pipe tobacco.

Although Sarantis have distributed Lauder products in its territories for nany years, this is the first time they have partnered in this way. “We are so excited to participate in this business venture thus strengthening our bonds with the Estee Lauder Companies with whom we have worked together for over 35 years” states Kyriakos Sarantis, Vice President and CEO of Sarantis Group.

There may be some confusion though - a German jeans company, also called Mustang, have a range of fragrances too.

Mustang will be available from July 2007.