At TFWA in Cannes the car manufacturer Mercedes Benz launched its first fragrance for men.
The cent was created by Firmenich, the licensee is INCC Group. Already, Mercedes has a license for watches and eyewear.
Compared to its rivals Porsche and Ferrari, Mercedes Benz is fairly late in the game. And has been picking smaller companies a licensee. As a result, you have a tough time finding product at retail.