Rihanna Announces Reenters Perfume Category With Fenty Eau De Parfum

Fenty Eau de Parfum’s debut scent, called Bridgetown is now at retail. Not yet available to test in person, the scent is described as “magnolia and musk united with tangerine, blueberry and hints of Bulgarian rose absolute, geranium and patchouli.”

Additional descriptions note Bridgetow is “comprised exclusively of middle notes” and “is all heart.” As to how to apply, “The superfine mist radiates beautifully when applied to the center chest.”

Packaged in a white box sealed with the Fenty logo, 2.5 ounces of the perfume are packaged in an amber-colored spritzer bottle topped with a square-shaped top etched with the Fenty logo.

Priced $120, U.S. residents can purchase Fenty Parfum’s Bridgeton ahead of the official launch date on August 8, 2021, using the following link: fenty.com. [Update: The early flash sale has ended.]

Read the original story below.

Robyn Rihanna Fenty may appear to be having fun in Miami with her beau A$AP Rocky (real name Rakim Meyers), but that doesn’t mean she isn’t hard at work behind the scenes. The 33-year-old CEO took to Instagram today (July 28, 2021) where she announced plans for the launch of Fenty Parfum, a new product category.

The announcement was also made on Fenty Beauty‘s Instagram feed, indicating the new venture would be housed under her makeup division. Currently, Fenty Beauty is offering a sample of Fenty Parfum’s eau de parfum debut scent with a minimum $40 purchase. The sample is packaged in a box that makes use of the same color and logo associated with her Fenty fashion brand, which was shuttered “pending better conditions” in February 2021.

As housed under the LVMH umbrella, Fenty Parfum will be positioned more so as a luxury scent and therefore will likely have a higher price point than prior launches. It will be interesting to see what she and her team cook up in the lab. Rumor has it she was once a big fan of Kilian’s Love, Don’t Be Shy, a floral perfume.

Prior to launching her LVMH-owned beauty and skin labels, Rihanna launched 11 perfumes through a deal brokered by Jay-Z (real name Shawn Carter) with Parlux Fragrances. Her first scent was Reb’l Fleur, which was released in January 2011 and banked around $80 million in sales in its first year in production. Her last fragrance called Reb’l Fleur Love Always was released in 2018.

The Fenty Parfum sample will be available through August 8th, the same day the scent officially launches.

Courtesy of Fenty Parfum
fenty-parfum-bridgeton-august-2021
Courtesy of Fenty Parfum
fenty-parfum-bridgeton-august-2021
Courtesy of Fenty Parfum
Courtesy of Fenty Parfum

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