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NEW YORK — Pop star Nicki Minaj is launching at retail in September her first fragrance, Pink Friday, in partnership with Elizabeth Arden.
Her recently released, worldwide platinum, second consecutive No. 1 album is entitled "Pink Friday: Roman Reloaded." The album has garnered tremendous reaction and has climbed to the top of the charts, debuting at No. 1 in the United States, Canada, Japan, United Kingdom, Australia and New Zealand. The first single, “Starships,” has sold more than 3.2 million downloads to date, holding the record for spending the most consecutive weeks in the Billboard U.S. Top 10. Her previous album, "Pink Friday," debuted in 2010.
A natural progression in her blossoming beauty empire, Pink Friday is Minaj's first and signature scent. The fragrance mixes complementary playful and sultry notes of fruits, vanilla and musks.
Partnering with Kirshenbaum Bond Senecal and The Media Kitchen for media planning and social media initiatives, the communications platform entails a blend of public relations, TV, print, digital and social media.
In close collaboration, the team designed a launch campaign that would translate her persona to her fragrance through a mix of paid, owned and earned media. Throughout the year, Nickiminajbeauty.com, the fragrance site built by Spies and Assassins, will house various fan experiences that live both online and offline. The campaign features a mix of traditional and emerging media and will launch with print ads in beauty magazines and an extensive digital campaign.
The fragrance will be sold at retailers nationwide, including Macy's, Dillard's, Nordstrom, Belk, Bon-Ton, Boscov's and other department stores.