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.
The new scent, Reb’l Fleur by Rihanna, is, as its name suggests, meant to evoke both the rebellious and flowery sides of the singer, and a video featuring her that is the centerpiece of an online campaign also depicts that duality
For half of the one-minute video, by Droga5, a Manhattan agency, Rihanna lounges in an oversize flower and 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.
When the page is uploaded, the frame frozen on the video is at the 30-second point, as Rihanna’s nice and naughty personae gaze toward one another from either side of the mirror, and viewers may proceed in either direction. The video is expected to be uploaded to rihannareblfleur.com, and a simplified version will appear on video-sharing Web sites like YouTube and Vimeo.