Fast Forward: F1 Trends Driving Fragrance

Cars have shifted from utility to cultural currency. Liberty Media’s 2017 takeover of F1
and further publicity for the sport boosted by Netflix’s Drive to Survive has sparked a
global fandom. In 2024, F1 saw a record attendance of 6.5 million spectators.

With 42% of F1 fans now under 35 and 41% identifying as female (up from 37% in
2018), the sport is becoming a rich opportunity for brands to cater to the new
demographics. F1 is expanding its cultural relevance through initiatives like the F1
Academy for female drivers and partnerships with brands like Charlotte Tilbury, Tommy
Hilfiger, and PUMA. Two Girls 1 Formula was an early female F1 fan podcast and online
community which initially created its own F1-themed merchandise and launched
community meet-ups to fill this gap in the racing scene.

In fashion, PUMA launched an F1 capsule collaboration with creative direction led by
American rapper A$AP Rocky, timed to coincide with the Miami F1 Grand Prix in 2024.
Brands including Lululemon, McDonald’s and HSBC celebrated Shanghai F1 driver
Zhou Guanyu, when F1 returned to the Shanghai International Circuit in April 2024.
Additionally, Nestlé has entered a multi-year collaboration with F1, which will see KitKat
as the official chocolate bar of the tournament.

And the fragrance industry is tailing close behind as high-end fragrance houses launch
a range of dedicated car diffusers. The market for car fragrances is projected to surpass
$3.2 billion by 2032, and this time, offerings are sophisticated, sustainable, and inspired
by fine perfumery. Diptyque, Acqua di Parma, and Jo Malone, known for their luxury
home fragrance and perfumes, have all developed car diffusers that bring their
signature scents into the driving experience. Additionally, Rolls-Royce released their
first fragrance and diffuser system debuting in their flagship Phantom model, earlier this
year.

Sources: Business Insider, Forbes, The Manual, WGSN