Hundreds of Rihanna fans, some in tears, flooded Macy’s eighth floor Friday as the R&B superstar posed with fans on stage and the cash registers rung in what industry sources say was $60,000 worth of business for her first fragrance, Reb’l Fleur.
“[This scent] really strikes a chord with her fans,” said Macy’s executive vice president and general merchandise manager, Muriel Gonzalez. “They love the contrast of hard and soft elements — the rebel and the fleur.”
Launched in late January to nearly 500 Macy’s stores, Reb’l Fleur, now available in more than 2,000 doors, has consistently remained in a top 10 women’s fragrance at Macy’s since its launch.
Social media has also played a large role in marketing for Reb’l Fleur; a Twitter feed and Facebook page, now with nearly 4,000 followers and 32,000 fans, respectively, launched alongside the fragrance.
“Rihanna brings a lot of energy and a lot of people,” said Fred Purches, chairman and chief executive officer of Parlux Fragrances Inc., which holds the Rihanna license. “It boosts sales but it’s also about the resonance afterwards.”
“[She] adds a human touch, it’s not just a brand,” added Kathleen Galvin, vice president of marketing and advertising for Parlux. “People feel good about supporting her.”
