Ford Mustang Cologne Set for Mass-Market Stampede

When Estee Lauder's Aramis brand introduced a Mustang fragrance for men a few weeks ago at Sears, it was such a runaway hit that it will be rolled out at Wal-Mart, Kohl's and other mass-market chains, Ford has decided.

"Sales of Mustang have just been incredible and beyond expectation," said Jesse Porto, director of global marketing for Aramis and Designer Fragrances. "In its first week of sales at Sears stores throughout the United States, it was the No. 1-selling fragrance."

So what does the pony perfume smell like? The Sears Web site describes it as "bright and musky with lavender, ginger and lemon and undertones of pipe tobacco and cedarwood, while the base is finished with amber, fir balsam and patchouli."

Focus groups told Aramis that they associated "Mustang" with such words as "bold, muscle, fast, legendary, classic and affordable."

The Mustang scent is said to be aimed at "retrosexuals" or men described as "guys' guys."