When Rihanna created her first women’s fragrance in 2011, she noted that she wanted to produce a men’s scent first.
This story first appeared in the August 15, 2014 issue of WWD. Subscribe Today.
Now, after crafting four fragrances for women, her dream has come true. In September, her licensee, Parlux Fragrances Inc., will launch Rogue Man by Rihanna.
“The whole men’s category for us is trending very well,” said Donald Loftus, president of Parlux Ltd., adding that Gold Jay Z, Mankind by Kenneth Cole and Vince Camuto Homme have all had success in the men’s market. “[Creating a men’s scent] has been something Rihanna has wanted to do since the beginning.”
Created by Frank Voelkl at Firmenich, the scent is classified as an oriental woody. The composition opens with black pepper, rosemary, clementine and bergamot, atop a heart of jasmine, cedarwood, labdanum and vanilla orchid, and a base of sandalwood, musk, patchouli, amber and tonka bean.
“Of the current pop icons, Rihanna has had some really long-term success [in fragrance],” noted Loftus. “That success has translated across the ocean. So her international following is huge, and that’s not always the case with celebrities.”
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The price points are $69 for a 3.4-oz. eau de toilette spray and $39 for a 1-oz. version.
Shot by Mario Sorrenti, an ad campaign — which will be featured digitally and in retail catalogs — shows Rihanna with her arms roped around tattooed male model Daniel Ness.
“We don’t know if a man will react to this, if a woman will buy this for her boyfriend or [a man] is hoping to turn into the guy that’s in the ad,” said Loftus. “The first bottle may be sold to a Rihanna fan, the second bottle [will be] because the bottle and the juice are just really fantastic.”
Rogue Man by Rihanna will launch globally in 800 doors, including Macy’s and at macys.com.
Loftus would not discuss sales figures, but industry sources estimate Rogue Man will ring up $10 million globally in first-year retail sales.
Executives added that in July 2015, Rihanna will launch a third women’s pillar.