When new perfumes are introduced, fragrance companies typically mount introductory advertising campaigns that run widely in women’s fashion magazines, often including sample strips. But to introduce a new perfume named for the singer Rihanna, Parlux Fragrances initially is focusing its marketing efforts primarily on an online video to be introduced by Friday.
For half of the one-minute video, by Droga5, a Manhattan agency, Rihanna glides around a lush topiary garden wearing a peach dress and smiling. Then, Alice-like, she steps through a mirror and is suddenly wearing a black dress and a come-hither expression, and is embraced by a dark stranger wearing a tuxedo.
A specially designed video player enables users to choose to run the video in either direction, which of course conveys different situations, such as the singer stepping toward the man in one mode and backing away from him in another.
Rihanna also shared yesterday on Twitter that “Reb’l Fleur” debuted at #1 best selling fragrance in USA!