#REBELLE FLEUR RIHANNA MOVIE#
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.
īillboards advertising the fragrance were scheduled for month-long runs one began on February 7, 2011, on Sunset Boulevard in Los Angeles, while another began running in Times Square on February 14, 2011. The commercial features Rihanna taking a walk through a garden maze and interacting with a "tuxedo-clad seducer." James Dinh from MTV reacted positively to the commercial, which had a duration of two minutes, lauding Rihanna for "creating an ultra-sexy and sleek atmosphere".
The official promotional and interactive video for Reb'l Fleur was directed by Anthony Mandler and released on February 11, 2011. The perfume designers then analyzed the five fragrances and incorporated them into the final formula for the Reb'l Fleur fragrance. Rihanna disclosed to the designers that she had created it by mixing and layering five different scents. Purches, the founder of Parlux Fragrances, when perfume designers first met with Rihanna, they commented on her "unique scent". 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". In 2009, Jay-Z signed a deal with Parlux Fragrances that involved launching scents for Kanye West and Rihanna. The product was positively received upon its release, and it became highly successful. Reb'l Fleur was released in the United States on January 25, 2011, and in the United Kingdom on August 19, 2011. The fragrance was promoted with the accompanying tagline "Bad feels so good". Reb'l Fleur is the first fragrance for women endorsed by Barbadian singer Rihanna.
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