Mercedes-Benz I am Mercedes: price, fragrance notes and 30, 50 and 100 ml bottles

© mercedes-benz.com

Mercedes-Benz has introduced a new product with neither an engine nor wheels. The I am Mercedes women’s eau de parfum comes in 30, 50 and 100 ml bottles. The brand’s official catalog lists a recommended price of €69 for the 30 ml version and €99 for the 50 ml bottle.

The composition was created by master perfumer Sophie Labbé. It opens with neroli, bergamot and pink pepper, followed by orange blossom, jasmine and ylang-ylang, while vanilla, woody accords and musk form the base. The bottle is a design feature in its own right: faceted glass reinterprets the Mercedes-Benz three-pointed star, while the neck carries a handwritten I am Mercedes inscription.

For the automaker, fragrance is not a one-off attempt to move beyond cars. Mercedes-Benz has been developing its licensed fragrance business since 2011: INCC Parfums was the original partner, and in 2024 the business became part of Give Back Beauty after its acquisition of INCC. A Mercedes-AMG fragrance trilogy followed in 2023, while Maybach introduced a six-fragrance collection in 2024.

The new scent is also tied to the brand’s automotive history: the advertising campaign features a 1968 Mercedes-Benz 280 SL Pagoda. The choice is especially noticeable in an anniversary year for Mercedes-Benz, as the company expands its current model range while continuing to use historic cars as a distinct part of its image — including rare machines such as the 300 SLS and SLR Stirling Moss.

I am Mercedes therefore looks less like a one-off branded souvenir and more like another step in turning an automotive name into a lifestyle brand. This time, the connection to cars is carried mainly by the bottle design, the company’s history and the campaign itself.