Jay-Z to Make New Fragrance for Rihanna and Kanye West
Hip-hop mogul Jay-Z is always on the go with many different projects. His most recent career move is a fragrance line.
Just when it felt like the guy had done everything, he is now getting into the fragrance business. Jay-Z has inked a deal with Parlux Fragrances to launch scents for Kanye West and Rihanna.
These fragrances are set to come out in summer 2010.
Just when it felt like the guy had done everything, he is now getting into the fragrance business. Jay-Z has inked a deal with Parlux Fragrances to launch scents for Kanye West and Rihanna.
These fragrances are set to come out in summer 2010.
Implications - Consumers idolize media moguls and entertainers and subconsciously form a parasocial relationship with them. For this reason, they embrace products endorsed by these celebrities; these products will make them more connected to the star. Companies can appeal to this demographic of consumers by manufacturing products that are endorsed by popular icons.
