Fenty // Smell How The F#ck You Want

Turning the face of a fragrance brand into a voice that couldn’t be ignored

THE IDEA //

To launch her fragrance, we thought that there was nothing more empowering than letting her words speak for themselves. So we quoted her, and with the help of NYC floral artist, Mr. Flower Fantastic, we constructed billboards made out of more than 100,000 of the same flowers that are used to create the base floral notes of her fragrance. Creating a first-of-its-kind sampling opportunity that everyone in the area could smell. And as one big “f*ck you” to a category that tells us how we should be, we positioned the billboards directly in the heart of the New York, London, and Paris fashion districts.

Because sometimes the face of your brand isn’t as important as what she has to say.

THE REALITY //

Rihanna is notorious for unapologetically speaking her mind. So when she was preparing to launch her fragrance, Fenty Eau de Parfum, she recognized that her brand was in a category infamous for telling the world how to look, how to dress, and how to smell; all labels she didn’t want her brand to be a part of.

Instead, she wanted her fragrance to stand for something more empowering. And when she was asked how she thought people were supposed to smell like, she coined the phrase “smell however the f*ck you want.”