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Rihanna's Going Big with Reb'l Fleur Fragrance

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    NEWSLETTERS

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    MADRID, SPAIN - NOVEMBER 07: Musician Rihanna attends the MTV Europe Awards 2010 at the La Caja Magica on November 7, 2010 in Madrid, Spain. (Photo by Ian Gavan/Getty Images) *** Local Caption *** Rihanna

    Rihanna's entry into the fragrance race with Reb'l Fleur, per WWD, promises to be characteristically bold in scent, with a potent marketing campaign to match around the launch later this month.

    The name Reb'l Fleur pays tribute to the childhood nickname given her by her grandmother and is also the latest tattoo she's gotten inked, WWD reports.

    In Rihanna's words, it's "like high heels with a short, flirty dress," and packs a powerful blend of fruits and flowers. Promotional efforts surrounding its January 25 launch sound massive, with a Times Square billboard planned for Valentine's Day and a 30-second video being distributed on Facebook.

    The Barbados-born singer has proven she can sell magazines, so in the cash cow of mass-market perfume, she should enjoy even greater success alongside Parlux brands by Jessica Simpson and Paris Hilton.