WWD.com/fashion-news/fashion-features/simmons-raps-with-revlon-on-phat-farm-scent-1166867/
government-trade
government-trade

Simmons Raps with Revlon on Phat Farm Scent

NEW YORK -- Revlon may be going hip-hop.<BR><BR>According to rap music and fashion impresario Russell Simmons, the cosmetics giant is talking to him about possibly developing a fragrance under his Phat Farm apparel brand.<BR><BR>A Revlon spokeswoman...

NEW YORK — Revlon may be going hip-hop.

According to rap music and fashion impresario Russell Simmons, the cosmetics giant is talking to him about possibly developing a fragrance under his Phat Farm apparel brand.

A Revlon spokeswoman declined to comment on a potential deal with Simmons, but said the company “is committed to expanding its fragrance business, and we are always looking for new ideas.”

Sources close to the company indicated that the project is still in the exploratory stage, as is the case with numerous other potential products.

While Simmons conceded that the project “is not a done deal,” he said the unisex scent could be called Flava, a term in hip-hop culture denoting panache. The fragrance might be sold in Phat Farm clothing stores, of which there will be seven by the end of next year, as well as in Revlon’s mass market distribution, he said. Simmons said he broached the topic over a recent dinner with Revlon owner Ronald Perelman, and then met with company president Jerry Levin to discuss the project.

As envisioned by Simmons, who also founded Def Jam Records, Flava would be marketed to a youthful audience, 18 to 35 years old.

“We’re looking at the same generation that CK One is after,” Simmons said, referring to the young crowd targeted by Calvin Klein’s latest fragrance. “It’s going to be for independent women and confident men.”