Carl Edwards will Add Thrill to Turn 4XT Scent

Global beauty company Avon transforms champion driver Carl Edwards’ need for speed into an exhilarating scent for men. NASCAR driver Edwards will serve as the face of the Avon’s latest fragrance, Turn 4XT, debuting November 2010.

Evoking the casual yet confident attitude the champion driver exudes, Turn 4XT is a masculine scent that embodies the rush that comes with risking it all for the win, says Avon.

When approaching Turn 4, the final curve on the track leading to the finish line, Edwards exudes strength, determination and dedication, three qualities that Avon values highly as a company and for their alliances, says the company.

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“Turn 4XT makes me feel confident and empowered, which is what racing is all about — Avon truly captured that desire to win,” says Edwards.

“We are thrilled to partner with such an American racing icon,” says Bob Briddon, group VP, Marketing, Avon North America. “Turn 4XT is an incredible way for his fans to connect with Carl and experience his fast-paced lifestyle vicariously.”

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Casual yet confident, the gripping new fragrance captures the spirit of competition and the thrill of the chase, says the company.

The Oriental Woody Fresh scent is a masculine blend of powerful notes that evokes strength, speed and confidence. The fragrance will launch in the U.S. in November 2010 and will be available exclusively through Avon representatives.

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Carl Edwards is the most recent partner to join the company’s premier fragrance portfolio.

Avon’s other partners include Zoe Saldana, Fergie, Reese Witherspoon, Patrick Dempsey, Courteney Cox, Derek Jeter, Herve Leger, U by Ungaro and Christian Lacroix.

Avon is a leading global beauty company with over $10 billion in annual revenue.  

According to Avon, in just six short years, Carl Edwards has had a storied NASCAR career, moving his way from the Camping World Truck Series to NASCAR’s elite Sprint Cup Series, winning a Nationwide Series Championship and chalking up numerous wins in between.

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Rakesh Raman