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Reb'l Fleur is the first
fragrance An aroma compound, also known as an odorant, aroma, fragrance, flavoring or flavor, is a chemical compound that has a smell or odor. For an individual chemical or class of chemical compounds to impart a smell or fragrance, it must be sufficien ...
for women endorsed by Barbadian singer
Rihanna Robyn Rihanna Fenty ( ; born February 20, 1988) is a Barbadian singer, businesswoman, and actress. One of the List of music artists by net worth, wealthiest musicians in the world, List of awards and nominations received by Rihanna, her vario ...
. The fragrance was promoted with the accompanying
tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, so ...
"Bad feels so good". Reb'l Fleur was released in the United States on January 25, 2011, and in the United Kingdom on August 19, 2011. The product was positively received upon its release, and it became highly successful.


Background

In 2009,
Jay-Z Shawn Corey Carter (born December 4, 1969), known professionally as Jay-Z, is an American Rapping, rapper, businessman, and record executive. Rooted in East Coast hip-hop, he was named Billboard and Vibe's 50 Greatest Rappers of All Time, the ...
signed a deal with Parlux Fragrances that involved launching scents for
Kanye West Ye ( ; born Kanye Omari West ; June 8, 1977) is an American rapper, singer and record producer. One of the most prominent figures in hip-hop, he is known for his varying musical style and polarizing cultural and political commentary. After ...
and Rihanna. In reference to the deal, Jay-Z stated "We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands". According to Frederick E. Purches, the founder of Parlux Fragrances, when perfume designers first met with Rihanna, they commented on her "unique scent". Rihanna disclosed to the designers that she had created it by mixing and layering five different scents. The perfume designers then analyzed the five fragrances and incorporated them into the final formula for the Reb'l Fleur fragrance.


Promotion

The official promotional and interactive video for Reb'l Fleur was directed by Anthony Mandler and released on February 11, 2011. The commercial features Rihanna taking a walk through a garden maze and interacting with a "tuxedo-clad seducer." James Dinh from
MTV MTV (an initialism of Music Television) is an American cable television television channel, channel and the flagship property of the MTV Entertainment Group sub-division of the Paramount Media Networks division of Paramount Global. Launched on ...
reacted positively to the commercial, which had a duration of two minutes, lauding Rihanna for "creating an ultra-sexy and sleek atmosphere". Billboards advertising the fragrance were scheduled for month-long runs; one began on February 7, 2011, on
Sunset Boulevard Sunset Boulevard is a boulevard in the central and western part of Los Angeles, California, United States, that stretches from the Pacific Coast Highway (California), Pacific Coast Highway in Pacific Palisades, Los Angeles, Pacific Palisad ...
in
Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...
, while another began running in
Times Square Times Square is a major commercial intersection, tourist destination, entertainment hub, and Neighborhoods in New York City, neighborhood in the Midtown Manhattan section of New York City. It is formed by the junction of Broadway (Manhattan), ...
on February 14, 2011. Beginning in April, 2011, an edited 30-second version of the promotional video for Reb'l Fleur was scheduled to be screened in 363 movie theaters for three months. Representatives for the fragrance had planned to hand moviegoers scented cards as they exited the theaters. Rihanna made an in-store appearance at the Macy's Department Store in
Lakewood, California Lakewood is a city in Los Angeles County, California, United States. The population was 82,496 at the 2020 census. It is bordered by Long Beach on the west, northwest and south, Bellflower on the north, Cerritos on the northeast, Cypress on t ...
, for the official launch of Reb'l Fleur on February 18, 2011. The fragrance was also heavily marketed via social media platforms such as
Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...
and
Twitter Twitter, officially known as X since 2023, is an American microblogging and social networking service. It is one of the world's largest social media platforms and one of the most-visited websites. Users can share short text messages, image ...
. On August 19, 2011, Rihanna officially launched the perfume in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
at the
House of Fraser House of Fraser (rebranding to Frasers) is a British department store chain with 23 locations across the United Kingdom and 2 in Ireland, part of Frasers Group. It was established in Glasgow, Scotland, in 1849 as Arthur and Fraser. By 1891, it ...
.


Information

Reb'l Fleur was officially released in the United States on January 25, 2011. It was exclusively released at
Macy's Macy's is an American department store chain founded in 1858 by Rowland Hussey Macy. The first store was located in Manhattan on Sixth Avenue between 13th and 14th Streets, south of the present-day flagship store at Herald Square on West 34 ...
Department Stores. The product is sold in 1.7 and 3.4 fluid ounce bottles at a retail price of $49.00 and $59.00 respectively. The collection also features a bottle of body lotion, which is sold at a retail price of $30.00. Reb'l Fleur products are also available online through
Macy's Macy's is an American department store chain founded in 1858 by Rowland Hussey Macy. The first store was located in Manhattan on Sixth Avenue between 13th and 14th Streets, south of the present-day flagship store at Herald Square on West 34 ...
official website.


Packaging and scent

Reb'l Fleur's scent is fresh with ripe fruits and sumptuous florals. It also includes a "musky mix of vanilla, patchouli and amber". The bottle, which was designed to be "as dramatically unique as a Rihanna performance", was inspired by the shape of a stiletto heel due to Rihanna's fondness for them. The side of the bottle features a twisting matte black "ribbon".


Reception

Reb'l Fleur was positively received by critics upon its release and distribution. Catherine Helbig from
About.com Dotdash Meredith (formerly The Mining Company, About.com and Dotdash) is an American digital media company based in New York City. The company publishes online articles and videos about various subjects across categories including health, hom ...
called the fragrance "sexy and memorable," commenting that "Reb’l Fleur is as much in tune with Barbados-born Rihanna’s roots as it is with the glamour of her present life in New York City." Helbig concluded her review by praising the fragrance bottle, describing it as "edgy" with "an extra touch of glam." Melanie Dee from
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called the fragrance "a complete winner in erbook" and concluded that if "Rihanna keeps pumping out scents this good, I will have a new favorite in the celebrity scent department." According to ''
Rolling Stone ''Rolling Stone'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California, in 1967 by Jann Wenner and the music critic Ralph J. Gleason. The magazine was first known fo ...
'', Reb'l Fleur was a financial success, expecting to gross a total of US$80 million at retail by the end of 2011.


References

{{Rihanna Rihanna perfumes Products introduced in 2011