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WWD – Rihanna Expands Scent Offerings With Rebelle

November 21, 2011


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 lauch 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. Both the Reb’l Fleur and Rebelle advertising campaigns were created and produced by Avrett Free Ginsberg.
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 equalling 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.