Mercedes Benz set to release fragrance in 2012.

Set to be released in 2012, this new fragrance from Mercedes Benz, the first of its kind from the brand, as it is their first, they have titled it "Mercedes Benz Perfume" rather than giving it a separate moniker, this along with other subtle moves made in the branded goods arm of Mercedes, displays the high end direction mercedes is hoping to move in with it's branded accessory range, changing it from mere branded goods given free when a car is sold, to a serious lifestyle brand with luxury level products which are seriously desirable.

Mercedes have utilised the expertise of Olivier Cresp of Firmenich, who has designed at their command  a fragrance which combines floral freshness, woody musk, lemon essence, Italian Mandarian, nutmeg, bourbon pepper, galbanum resin, pathouli, vetiver grass and american cederwood.  this heady blend at once suggest a masculine sophistication, and by using only the best ingredients, will ensure the perfume occupies the higher tier of car branded fragrances, mercedes hopes it will sit alongside fragrances from ferrari in consumers mind's, but this may be a difficult feat to achieve, as Ferrari have spent decades growing their customer base, and establishing their fragrance range as a quality marque independent of the Car brand.

Although announced and launched already at the Tax Free World Association World Exhibition in Cannes, it will not be widely commercially available until early 2012, when released the price is expected to be around £40 for a 50ml bottle, and £60 for a 100ml bottle, Mercedes will also be releasing deodorant, shower gel and aftershave, making this a range rather than a one off fragrance product.