The fragrance world will soon be rocked by a new beat.
This story first appeared in the April 18, 2012 issue of WWD. Subscribe Today.
Hip-hop and pop artist Nicki Minaj has inked a fragrance licensing deal with Give Back Brands LLC — the makers of Justin Bieber’s Someday scent, which ranked as the number-one women’s launch of 2011.
The upcoming Minaj fragrance, the singer’s first, is due out in department stores this fall. Details of the fragrance concept have yet to be revealed, including if any of Minaj’s alter egos — ranging from Nicki Mirage to Roman Zolanski — will serve as a muse. But given the rapper-singer’s fondness for candy-store hues, bold color is likely involved.
“I have always been a huge fan of great fragrances,” Minaj stated. “This is yet another extension of my creative expression. I designed the scent and bottle with my Barbz [her fans] in mind.”
In keeping with Give Back Brands’ business model, net profits from the upcoming fragrance will be donated to a charity of Minaj’s choice. Give Back Brands was founded by Paul West and Robert Hollander as a vehicle to raise money for charity, hence the name. The first licensing deal was with Bieber, which turned into a bonanza.
Minaj — a style chameleon whose eyes often flutter with eyebrow-reaching false lashes — has linked arms with beauty firms in the past. She is the face of the 2012 MAC AIDS Fund campaign, along with Ricky Martin. At a Viva Glam event in February, Minaj said jokingly of her outlandish lashes, “They’re natural.” She also collaborated on a six-shade nail polish collection with OPI that hit stores in January. Shade names borrow from song titles and include Super Bass Shatter, Fly, Metallic 4 Life and Pink Friday.
Give Back Brands’ executive vice president of global marketing, Noreen Dodge, said, “Nicki Minaj has proven relevance as an artist, as well as a captivating talent in the facets of beauty, style and fashion. Her appeal is rising at an incredible rate; her unique creative expression lends her brand name to a broad range of possibilities without boundaries.”
Minaj’s latest album, “Pink Friday: Roman Reloaded,” released earlier this month, follows “Pink Friday,” which debuted in 2010 and was certified double platinum, selling more than 2 million units.