NASCAR Goes Metrosexual

By Jeninne Lee--St. John

Ten years ago, a trendy, fragrant hair-care line and a gritty, testosterone-infused sport like NASCAR would have mixed as well as water and motor oil. But last week Garnier Fructis signed on to sponsor hot young driver Brian Vickers, following deals inked last fall that paired Elizabeth Arden scent Halston Z-14 with icon Jeff Gordon and Avon with phenom Kasey Kahne. Women make up 40% of NASCAR's 75 million viewers, but they aren't the prime target. The new marketers are going after the increasing number of urban and urbane male fans who gel and spritz--and might be swayed by racing's coolest stars. Kahne, a West Coaster with model looks, and rising star Vickers, a self-styled metrosexual, embody an emerging racing demographic. They're "fun, accessible, youthful," says a Garnier rep, perfect for the 18-to-34-year-olds who account for almost a third of NASCAR's audience. "It used to be considered a redneck sport. It's come a long way," says Vickers. But good ole boys need not fear. "NASCAR won't lose its heritage," Vickers says. Only now there's help for drivers with helmet head. --By Jeninne Lee--St. John