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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)