Rihanna apparently always knew she’d move into the men’s fragrance market. She launched her first perfume for women, Reb’l Fleur, in 2011 and went on to release three others with licensee Parlux Fragrances Inc.
Now she is set to launch a product for males called Rogue Man by Rihanna.
The scent will be released in September and Donald Loftus, president of Parlux, has revealed it has always been on the musician’s mind.
The whole men’s category for us is trending very well,” he told WWD. “[Creating a men’s scent] has been something Rihanna has wanted to do since the beginning.”
Perfumer Frank Voelkl of Swiss perfume and flavour business Firmenich helped create the scent, described as an oriental woody perfume. Notes included are jasmine, vanilla orchid, black pepper and rosemary to create a musky finish.
Donald is confident Rihanna’s creation will do well in the perfume market.
“Of the current pop icons, Rihanna has had some really long-term success [in fragrance],” he added. “That success has translated across the ocean. So her international following is huge, and that’s not always the case with celebrities.”
The black and white campaign was shot by fashion photographer Mario Sorrenti. In it Rihanna is seen nuzzling the neck of and draping her arms around handsome tattooed model Daniel Ness, who is topless. Having both her and a male in the shot is hoped to appeal to a wider market.
“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,” Donald explained. “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.”