Parlux Fragrances Inc. is about to unveil its long-awaited first women’s fragrance by Rihanna.
Called Reb’l Fleur, the fragrance’s name refers to a nickname that her grandmother in Barbados used to address the future superstar. It also is the latest tattoo — her 14th — to adorn Rihanna’s closely watched body, an addition that aroused curiosity among her fans.
The prospect of the fragrance launch itself has heightened expectations at Parlux, where chairman and chief executive officer Fred Purches hopes Rihanna will provide a third pillar of strength to his business, along with Paris Hilton and Jessica Simpson. “We need a third,” he said.
Purches declined to discuss figures, but industry sources estimate that the fragrance could be generating $25 million in retail sales after 15 months and ultimately achieve a peak of $50 million at retail.
It will be launched on Jan. 25 with a visual week at Macy’s in nearly 500 doors in the chain. The U.S. distribution will swell to 1,600 to 2,000 doors, mostly department stores. Within three months, distribution is expected to spread overseas.
Befitting Rihanna’s heavyweight image, this project is expected to make an impact in several respects, beginning with the juice. “This is not a shrinking violet kind of fragrance,” said Kathleen Galvin, vice president of marketing and advertising.
Rihanna, who has had a habit over the years of blending fragrances together to concoct her own signature scent, is said to have been more involved than most celebrities in the creation of the formula, which is a fruity chypre. Developed by Caroline Sabas and Marypierre Julien of Givaudan, the structure has red berries, purple plum and peach. At the heart are Hawaiian hibiscus flower, violet, tuberose and coconut water. The base is formed by vanilla, patchouli, amber and musk.
The singer is said to have wanted a scent that reflected her roots in Barbados and life in New York and Los Angeles — “like high heels with a short, flirty dress,” she reportedly described it.
The promotional plans appear to be even more striking. The sight of Rihanna will be seen lounging from billboards via an image shot by Anthony Madler. According to executives, the ad will be plastered on billboards in New York, Los Angeles and possibly San Francisco. Purches noted, “We will have this in Times Square in time for Valentine’s Day.”
But the primary action will be on the Web and in movie theaters. The company shot a 30-second video of the star that it hopes will go viral across the Internet, via a launch pad like Facebook. Parlux also will use the video footage for a commercial that will be shown in theaters. Galvin said a deal has been made to show it on 1,900 screens over a seven-week period, with an estimated viewership of 18 million people.
Parlux refused to discuss budgets, but industry sources estimate that $1.5 million was spent on making the video and renting the screen time.
In addition, the company plans to sample the fragrance heavily by handing out 500,000 pieces and discussions are under way over plans for Rihanna to make an appearance in Macy’s in Los Angeles on Feb. 18, although that proposal has not been confirmed.
As part of the promotional attack in department stores, Parlux will offer consumers a clutch bag as a gift-with-purchase promotion.
As for price points, a 1.7-oz. eau de parfum will retail for a suggested $49, the 3.4-oz. size will be priced $59 and a 6.7-oz. body lotion will be $30.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye