Why Nascar's Carl Edwards Deal With Avon Will Make Scents
Wednesday, October 20, 2010 at 08:25AM
NYSportsJournalism.com in Auto Racing, Avon, Carl Edwards, Nascar, men's cologne, sports marketing

Carl Edwards and Avon wll try to make some dollars with the 4XT scent.October 19, 2010: There are many ways that professional athletes can judge success. But one of them is if you find yourself on a team that includes Zoe Saldana, Fergie, Reese Witherspoon, Patrick Dempsey, Courteney Cox and Derek Jeter.

Nascar driver Carl Edwards is now on that team, each of whom has their own fragrance or cologne. Edwards has signed a deal to become the spokesman for Turn 4XT,  a new scent for men from Avon. Turn 4XT is scheduled to debut this November in time for the holiday gift-giving season. The product will be available exclusively through Avon representatives.

Financial terms of the deal with Edwards were not disclosed. The product is named for Turn 4, the final curve on the track leading to the finish line. Edwards currently in among the drivers in the Sprint Cup Series, with lead sponsor Aflac.

Marketing was not detailed but will include Internet, anchored by social media sites including Facebook and Twitter.

According to Avon, "Evoking the casual yet confident attitude the champion driver exudes, Turn 4XT is a masculine scent that embodies the rush that comes with risking it all for the win. When approaching Turn 4, the final curve on the track leading to the finish line, Edwards exudes strength, determination and dedication, three qualities that Avon values highly as a company and for their alliances."

Or, as Edwards put it in a statement, “Turn 4XT makes me feel confident and empowered, which is what racing is all about—Avon truly captured that desire to win." Specifically, the scent is described as being " Oriental Woody Fresh."

According to Bob Briddon, group vp-marketing for Avon North America. “We are thrilled to partner with such an American racing icon. Turn 4XT is an incredible way for his fans to connect with Carl and experience his fast-paced lifestyle vicariously. Our representatives really identify with him and are looking forward to sharing the fragrance this fall.”

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