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Ferrari is gearing up to launch a new men’s scent, dubbed Scuderia, inspired by the Ferrari of the same name and the world of Formula One.

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THE SCENT OF SPEED: Ferrari is gearing up to launch a new men’s scent, dubbed Scuderia, inspired by the Ferrari of the same name and the world of Formula One. Spanish Scuderia Ferrari driver Fernando Alonso has been tapped to be the face of the scent, slated to roll out in Italy and the U.K. in September. Produced by Italy-based Morris Profumi, a subsidiary of Perfume Holding, the new Scuderia eau de toilette is said to be one of a slew of forthcoming launches aimed at refreshing the holding company’s existing scent portfolio. Also revving up to hit the beauty racetrack is Belstaff. Known for its biker-chic credentials, the company revealed to WWD it has a fragrance in the pipeline scheduled for January and a skin care line on tap for June. All the products will mirror the brand’s biker and outdoorsy spirit with sunscreens and antismog creams. Belstaff wouldn’t disclose its partner for the project.

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