Drakkar Noir Launches New TV Ad; Dale Earnhardt Jr. Featured in Feel the Power Campaign

    NEW YORK, Feb. 20 -- Drakkar Noir is racing back into
television advertising for the first time in nearly a decade, launching a new
campaign that features Drakkar Noir spokesperson and racing's hottest driver
Dale Earnhardt Jr. and his #8 race car.
    Building on the unprecedented and successful 2002 initial year of the
partnership between prestige fragrance Drakkar Noir and the fast-paced world
of Winston Cup Racing, the new TV spot brings last year's print ad to life.
It blends the power, passion, performance and sensuality of the fragrance with
Earnhardt Jr. and the speed and intensity of racing.
    "Our decision to partner with Dale Jr. and Dale Earnhardt Incorporated was
a bold move in the world of prestige fragrance," said Jack Wiswall, President
Designer Fragrances, L'Oreal USA, "but it paid off for Drakkar Noir as it was
the only male fragrance in the top 15 men's brands to record an increase in
sales in 2003.  We want that growth to continue and the new television
campaign will be instrumental in driving the brand."
    The new ad will launch on February 20 on the Speed Channel with four to
six ad flights planned for 2003.  The ad will also be seen in regional markets
through department store ad buys.
    "I have enjoyed the partnership with Drakkar Noir," said Dale Earnhardt
Jr.  "The brand's power fits right in with our program as leaders in the
industry.  It's a perfect fit for Dale Earnhardt Incorporated and Winston Cup
Racing."
    Supporting the TV and print campaigns will be personal appearances by
Earnhardt Jr., a traveling show car program at retail outlets in more then
25 markets across the U.S., and other retail outreach including special offers
of Drakkar Noir/Earnhardt Jr. items including collectable die-cast cars.
    Drakkar Noir, initially launched in the US in 1984 as the first fragrance
to capture the powerful, dynamic spirit of the modern man, has maintained its
immense popularity for nearly two decades, finishing 2002 in the top 12 for
men's fragrances.
    "Our aggressive and comprehensive marketing program with Dale Jr. and Dale
Earnhardt Incorporated will continue to expose Drakkar Noir to new and
expanding audiences across the US," said Wiswall.
    The print campaign that was initiated last year will continue and
compliment the TV ads.  Print ads will appear in publications such as The
Sports Illustrated Swimsuit Issue and Maxim.  As part of the partnership, the
Drakkar Noir logo is prominently displayed on the uniforms worn by Earnhardt
Jr., his team, and the lower quarterpanel of his #8 Chevrolet.

    The creative and production teams for the new commercial include:

    L'Oreal USA
       Thayer Lavielle                      Assistant Vice President Marketing
       Doug Huffmyer                        Vice President / Creative Director

    Agency: Publicis
       Senior Principal Producer            Lisa Kalb Schaffer
       Management Principal Supervisor      Muriel Lechaczynski
       Senior Principal Creative Director   Aubyn Gwinn

    Production Company: Mission
       Director                             Richard Phibbs
       Executive Producer                   Scott Vogal
       Executive Producer                   David Levine
       DP                                   Jim Fealy