If fragrance ads were eligible for Academy Awards, this frilly and feathered promo for the launch of Rihanna’s debut fragrance — Reb’l Fleur — would likely have The Bajan Crooner sharing her bed with an Oscar.
Early Friday, the first advert in an multimillion-dollar marketing plan in store for the perfume’s initial launch went the live with the release of this viral video.
Reb’l Fleur, a partnership with Parlux, arrived at the perfume counters of fine department stores this week. The fragrance has a suggested retail price of $49 for 1.7 ounces and $59 for 3.4 ounces of perfume, and $30 for 6.7 ounces of body lotion. Over the next three months, ads for the fragrance will broadcast on nearly 2,000 screens in approximately 300 movie theaters across the United States and Canada, The New York Times said this week. As theatergoers exit the cinema, they’ll be handed scented cards to sample by Parlux reps, who expect to hand out about 7 million samples to the scent’s target demographic, young women aged 18 to 24. Additionally, Reb’l Fleur print ads, featuring Rihanna, will break on the pages of the April issues of lifestyle mags like Lucky, Juicy, and PEOPLE Style Watch.
The campaign is expected to cost around $4 or $5 million bucks and is considered to be “the biggest launch” in Parlux’s 28 year history company founder and CEO Frederick E. Purches tells The Times. If the Parlux name sounds familiar, it should. The company also produces designer fragrance brands by Paris Hilton, Jessica Simpson, Queen Latifah, and Marc Ecko. 
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