When Rihanna launched her first fragrance, Reb’l Fleur, she asked her fans in a Web video if they considered themselves to be a rebel or a flower. A resounding 68 percent voted for the rebellious persona, and that became the name of her second women’s scent, Rebelle by Rihanna.
The star’s licensee, Parlux Fragrances Inc., will launch the fragrance in early December at Macy’s with high hopes that it following in the lucrative footsteps of its successor. Distribution will then be expanded to Europe and Latin America.
The first scent, which was launched in late January, is expected to haul in $80 million at retail for the full calendar year. Industry sources expect the new fragrance, which is a packaged in a variation of the original bottle, is expected to generate sales equaling 70 percent of Reb’l Fleur. Fred Purches, chairman and chief executive officer of Parlux, said the company is planning on eventually launching a Rihanna men’s scent.
The scent is classified as a gourmand chypre, created by Caroline Sabas and Marypierre Julien at Givaudan. It has top notes of strawberry, ginger and plum and a heart consisting of cacao absolute, vanilla orchid and heliotrope. The base contains coffee, patchouli, musk and amber. Reb’l Fleur was considered a darker scent. The new one is a sassier sister, or as the perfumers say, it is “built off the sexy back of Reb’l Fleur.”
The price points are $49 for a 1.7-oz. eau de parfum spray, $59 for 3.4-oz. version and $30 for a 6.7-oz. body lotion.
The Macy’s launch will be promoted with a special holiday packaging, consisting of Rihanna’s new CD, which will drop Monday, a 3.4-oz. Rebelle and a 3.4-oz. Reb’l Fleur — all for $118. The ad campaign was shot by Anthony Mandler, Rihanna’s music video director. According to industry sources, Parlux spent $9 million in the first quarter promoting the first fragrance and an estimated $7 million will be put behind the new scent.
The company’s optimism is reflected in its financial result. Parlux took a hit in the first quarter, posting losses as it invested in advertising to support the expanded Rihanna launch.
But the Fort Lauderdale, Fla.-based firm came roaring back in the second quarter, when net income increased threefold to $3.3 million, or 16 cents a share, from $1.1 million, or 5 cents, a year earlier. Sales for the three months ended Sept. 30 rose 19.3 percent to $46 million from $38.6 million. Gross margins rose to 55 percent from 50 percent as sales to U.S. department stores increased.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)