It’s hokey as hell, but also kinda fun, which is likely what the marketing powers behind Reb’l Fleur had in mind when they dreamed up the campaign behind Rihanna’s new scent. They used different words, though: “New Sexy, Innovative Interactive Website for Reb’l Fleur by Rihanna Allows Fans to Explore the Playful Romantic Duality of the Pop Icon.”
And, in truth, you’ve never seen a website quite like this one. The centerpiece of Parlux Fragrances’ marketing campaign for Reb'l Fleur,
Rihanna's new fragrance, the website is a technological first. Entirely user-controlled, it features what Parlux is calling a palindromic film and audio track. It can be played at full-screen forwards, backwards, slow or at full speed -- an entirely new way to explore online video and a great use of available technologies.
The idea is that the website and its interactive video allows fans to explore both sides of the internationally renowned Grammy award-winning superstar's personality -- Reb’l and Fleur -- on their own terms. Fans get to explore two different, abstract stories, depending on which direction they choose to play: in one direction Rihanna is pursuing a mysterious man; in the other, she is breaking free from him. You can visit the Reb’l Fleur website here.
In other Rihanna news, the pop star is being sued for plagiarism by photographer David LaChappelle. More here and here.