Mercedes-Benz launches 'I am Mercedes' women's fragrance honouring pioneering women
Mercedes-Benz has unveiled 'I am Mercedes', a new women's eau de parfum that celebrates bold, pioneering women and continues the brand's licensing partnership with Give Back Beauty.
- 100 ml, 50 ml and 30 ml
- 2011
- 6 fragrances in 2024
- August 1888
What Happened
Mercedes-Benz says the new fragrance 'I am Mercedes' embodies the spirit of self-confident, strong women who boldly go their own way. The story of mobility is also the story of remarkable women whose courage and determination shaped the Mercedes-Benz brand heritage: Mercedes Jellinek gave the brand its name, and Bertha Benz made the first successful long-distance journey by automobile in August 1888, driving from Mannheim to Pforzheim. The scent celebrates these courageous, strong pioneers.
The perfume was created by master perfumer Sophie Labbé and is described as multi-faceted. It opens in the head note with fresh accents of neroli plus a hint of bergamot and pink pepper. The floral heart centres on white blossoms, interpreting sun-drenched orange blossom with jasmine and ylang-ylang in a modern bouquet that stands for radiant femininity. In the base note, vanilla wrapped in woody and musk notes unfolds its rich amber facets.
The flacon is made of diamond-cut glass and reinterprets the three-pointed Mercedes star subtly through an elegantly designed middle section. The salmon-pink shade of the contents gives the bottle sensuality and delicacy. A metallic pink cap decorated with the iconic star sits above a bottle neck bearing the handwritten lettering 'I am Mercedes'.
A campaign accompanies the market launch, expressing the different facets of 'I am Mercedes'. With self-confidence, the protagonist goes her own way at the wheel of a 1968 Mercedes-Benz 280 SL Pagode Cabriolet, described as an embodiment of freedom, style and elegance. Her fragrance becomes her co-pilot, with the flacon staged as a deliberately chosen companion and an expression of personal style.
- I AM MERCEDES Eau de Parfum 100 ml
- I AM MERCEDES Eau de Parfum 50 ml
- I AM MERCEDES Eau de Parfum 30 ml
Mercedes-Benz and Give Back Beauty begin their licensing partnership, which has since produced numerous Mercedes-Benz fragrance lines.
A fragrance trilogy from Mercedes-AMG is released.
The Maybach collection, comprising six fragrances, is launched.
The launch falls in Mercedes-Benz's '140 Years of Innovation' anniversary year. The company notes that Carl Benz filed the patent for the first automobile 140 years ago and that Gottlieb Daimler built the motorised carriage shortly afterwards, and that it is currently running the largest model offensive in its history. Three new S-Class sedans are heading to 140 destinations worldwide on the '140 Years. 140 Places' tour across six continents, which runs until October.
Why this matters
The fragrance shows how far Mercedes-Benz extends its three-pointed star beyond cars, into licensed lifestyle products made with partner Give Back Beauty, a tie-up running since 2011. Naming a scent after the brand's female pioneers links the launch to Mercedes Jellinek, who gave the marque its name, and Bertha Benz, who made the first long-distance car journey in August 1888.
Terms in This Story
- Eau de parfum
- A fragrance type with a relatively high concentration of scent oils, making it stronger and longer-lasting than an eau de toilette.
- Neroli
- A fragrant essential oil distilled from orange blossom and used in perfumery.
- Licensing partnership
- An arrangement in which a brand allows another company to make and sell products under its name, usually in exchange for fees or royalties.
Summarised from the linked release; details can be imperfect — always verify against the original source.