WWD is chock full of fragrance news today. Let’s review.
Rihanna’s Reb’l Fleur: Rihanna‘s fragrance launches January 25, and you can expect it to be accompanied by a very loud advertising campaign. She’ll be on billboards everywhere, including Times Square in NYC. A 30-second video will be launched online with hopes it will go viral (isn’t it funny that this is now a marketing strategy?) The video will also be made into a commercial that will be shown in 1,900 movie theaters.
The fragrance name refers to Rihanna’s nickname given to her by her grandmother in Barbados. It’s a strong scent with fruit notes, hibiscus, violet, coconut water, vanilla, patchouli, amber, and musk. Rihanna said it will be “like high heels with a short, flirty dress.” Prices will range from $30-$59.
Gucci Guilty For Guys: Gucci Guilty has killed it at perfume counters, in no small part because of its video starring Evan Rachel Wood and an innovative online marketing strategy. Gucci and P&G Luxury are hoping to capitalize again on the younger demographic with Gucci Guilty Pour Homme, which launches this March abroad and April in the US. Expect a similar 3-D commercial (to go along with Gucci’s 3D sunglasses?) and slick print campaigns.
The scent itself shares DNA with the women’s Guilty, and has notes of lavender, citrus, green leaves, pink pepper, cedar, sandalwood, and amber. Prices will range from $27-$73.
Cartier de Lune Is Blue: Cartier‘s new fragrance will launch at Saks counters in late January. It’s a white floral musk priced from $75-$98. The most shocking thing? The bottle is blue–gasp! Cartier shied away from its signature red because they believe it made more sense for this fragrance, which is inspired by “the radiance of the moon.”
The Biebs Can Move Product: Justin Bieber‘s collection of nail polish–a collab with Nicole by OPI–and scented wristbands and dog tags sold like crazy at Wal-Mart over the holidays. They couldn’t keep the nail polish in stock. We are waiting anxiously to see what products are coming down the pike as the singer enters puberty full-on.
Oh and then there’s this, not covered in WWD:
Eau de Jersey Shore: Every other Jersey Shore cast member is whoring themselves out with self-branded merchandise and Sammi “Sweetheart” Giancola has finally jumped on the bandwagon with her own fragrance, Dangerous. Tagline? “Dangerously sweet, just like Sammi.”