Jay-Z to Make New Fragrance for Rihanna and Kanye West

By: Christina Butty - Published: Jun 17, 2009   Updated: Jun 8 2011 • References: showhype
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.

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. Stats for Hip-Hop Perfumers Trending: Older & Chilly
Research: 3,438 clicks in 362 w
Interest: > 3 minutes
Concept: Hip-Hop Perfumers
Related: 53 examples / 41 photos
Segment: Males, 12-35
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