Fenty Eau de Parfum captures the complex, vibrant, and sensual essence of its creator, Rihanna. Defying categorization, it’s designed to be worn by all people, for all occasions because as Rihanna said, people should smell however the f*uck they want.
“Smell However the F*ck you Want”
Client
Fenty Beauty
Agency
DDB New York
Role
Supporting Strategist
Team
Global CCO Ari Weiss
CCO Mat Bisher
Creative Direction Paulo Junger, Christine Kohler
Art ACDs Jacqueline DeBerry, Nikki Albrecht
Copy ACDs Morgan Mack, Conor Champley
Designer João Rios
Campaign Overview
Fenty Eu De Parfum is a one-of-a-kind scent that cannot be categorized. And while the internet says it smells uniquely like Rihanna, spending $130 for a fragrance is a luxury - especially when you haven’t smelled it.
For the third drop, we needed to create demand and desire for the perfume. We decided that we wanted to not only allow people to smell it, but capture the imagination of the world by creating something that is uniquely Rihanna.