NASCAR driver Carl Edwards has
signed with
Avon to do a new fragrance called Turn 4XT which will launch at the end of November. WWD reports:
"Turn four is the last, crucial turn, right before the straightaway," said Lily DeStefano, vice president of North America Beauty for Avon. "The idea of [Turn 4XT] is wrapped around that singular moment -- when you go for the win."
Edwards will be the face of Avon's December catalog. "He will be very visible and present in marketing visuals. He's a racing icon that people recognize. It's huge in terms of opportunity for us in men's fragrance."
Carl's mother used to be an Avon lady back in the day and he said he's known about the brand since he was a child. Carl is currently in 7th place in the Sprint Cup Series.
Avon describes the new fragrance as an "Oriental woody fresh eau de toilette." It will sell for $26 for 2.5 oz.
