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.