Hundreds of Rihanna fans, some in tears, flooded Macy’s eighth floor Friday as the R&B superstar posed with fans on stage and the cash registers rung in what industry sources say was $60,000 worth of business for her first fragrance, Reb’l Fleur.
This story first appeared in the May 2, 2011 issue of WWD. Subscribe Today.
“[This scent] really strikes a chord with her fans,” said Macy’s executive vice president and general merchandise manager, Muriel Gonzalez. “They love the contrast of hard and soft elements — the rebel and the fleur.”
Launched in late January to nearly 500 Macy’s stores, Reb’l Fleur, now available in more than 2,000 doors, has consistently remained in a top 10 women’s fragrance at Macy’s since its launch.
Social media has also played a large role in marketing for Reb’l Fleur; a Twitter feed and Facebook page, now with nearly 4,000 followers and 32,000 fans, respectively, launched alongside the fragrance.
“Rihanna brings a lot of energy and a lot of people,” said Fred Purches, chairman and chief executive officer of Parlux Fragrances Inc., which holds the Rihanna license. “It boosts sales but it’s also about the resonance afterwards.”
You May Also Like
“[She] adds a human touch, it’s not just a brand,” added Kathleen Galvin, vice president of marketing and advertising for Parlux. “People feel good about supporting her.”