Mail order company Direct Beauty Products is launching a David Coulthard-branded male shave and skincare range.
The company, which owns the website BuyCosmetics. com, will launch the collection through a members-only club dubbed Pole Position.
Subscribers will receive three grooming products a month, along with invitations to celebrity parties and access to Web content featuring other Formula One drivers. There will also be a competition offering the chance to have lunch with Coulthard as part of an all-expenses paid trip to Monaco.
Pole Position marketing director Simon Gook says: “We have a unique idea that gives ordinary people a chance to mix with the superstars of motor sport.”
The move follows pop mogul Simon Fuller’s comments that F1 is not being exploited as effectively as other sports (MW last week).
Meanwhile, Teletext is launching its first interactive fantasy game, based around F1. The game, a tie-up with fantasy gaming provider Fantasy League, will run on a dedicated section on Teletext’s website. It will enable fans to assume the role of a F1 team boss with a budget of $60m (&£35m).