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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
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