International superstar and sought-after style and fashion muse Nicki Minaj announces the launch of her first fragrance, Pink Friday, in partnership with Elizabeth Arden, a global prestige beauty products company. The fragrance will debut in department stores nationwide September 2012. Nicki will be at Macy’s Herald Square NYC this Monday, September 24th to promote the launch of her first fragrance, Pink Friday. She will be meeting with the first 300 fans to purchase the exclusive Macy’s Pink Friday Exclusive Gift Set Bundle.
“We are very pleased to partner with Nikki Minaj as she introduces her debut fragrance, Pink Friday,” said Kathy Widmer, Executive Vice President and Chief Marketing Officer of Elizabeth Arden. “We believe this fragrance beautifully reflects her innovative and creative spirit, and we look forward to a long and rewarding partnership with her.”
Nicki Minaj has uniquely mastered a revolutionary mix of Hip Hop and Pop, currently ranking as one of Pop’s highest selling artists. Her recently released, worldwide platinum, second consecutive #1 album is entitled Pink Friday: Roman Reloaded, and continues to impress her growing audience, as evidenced by its record-breaking appeal. The album has garnered tremendous reaction and has quickly climbed to the top, debuting at #1 in the US, Canada, Japan, UK, Australia and New Zealand. The first single, ‘Starships,’ has sold over 3.2 million downloads to date, holding the record for spending the most consecutive weeks in the Billboard US Top Ten. Her previous album, Pink Friday, debuted in 2010 and quickly broadened her appeal from a performer with a coveted and loyal fan base into a huge commercial sensation. Her growing social community, now consisting of 21 million Facebook fans and 14 million Twitter followers, continually interact with her each other as they energetically voice their opinions- especially with regard to her ingenious performances, outrageous and cutting-edge style, and current Pink Friday world tour.
From her signature sound as a talented artist to her striking look as a style icon, Nicki Minaj’s overwhelming influence transcends the traditional path of celebrities. Defiantly undefined, she reaches fans that span from youth to adult, across a select array of platforms. From her groundbreaking influence on music, to her captivating style for beauty and fashion, this starlet is revolutionizing pop culture with a fiery taste for originality. Bold and confident, Nicki fearlessly pushes beyond boundaries to achieve her extraordinary vision. Nicki now applies this outlook and passion through the debut of her fragrance, Pink Friday, an intoxicating new creative expression.
“Pink Friday is a celebration of my life at this moment; it is a reflection of me as a creator, and an expression of me as a woman. I know my Barbz will connect with and appreciate each aspect – from the name, to the outrageous bottle design, to the vibrant colors that create their own song. Pink Friday shows off my personality and style; it’s exciting to express my voice through another dimension,” says Nicki Minaj. “I was involved in every aspect of the decision-making process – it seems easy because I always get this feeling inside: I know if something is right or wrong. Each detail needs to ‘wow’ me or it is not an option; that’s my way of composing perfection.”
A natural progression in her blossoming beauty empire, Pink Friday is Nicki Minaj’s first and signature scent. Pink Friday captures her vivacious personality and effervescence in both its intoxicating notes and thrilling presentation. The fragrance mixes complementary playful and sultry notes of juicy fruits, creamy vanilla and sensual musks to create an exhilarating scent that ignites beyond the senses.
“It has truly been a privilege to work with Nicki throughout the evolution of Pink Friday,” said Noreen Dodge, Global Marketing & Creative Development. “She is a ‘creative’ in every sense of the word and brings a level of passion to the project that inspires us with every detail. She is an amazing woman: a high achiever who holds herself to a standard that will allow the brand to make its own brilliant mark in the beauty category. There have been no boundaries in making the decisions surrounding the launch of Pink Friday, and that impact will prove phenomenal for the brand.”
THE CAMPAIGN
Partnering with Kirshenbaum Bond Senecal and The Media Kitchen for media planning and social media initiatives, the communications platform entails a cohesive blend of PR, TV, print, digital, and social media. “When working with talent who is so involved in every aspect of their brand, the possibilities are endless. Like Nicki, who is anything but ordinary, the platform we have crafted for this launch is larger-than-life, and it is an entirely interactive experience for her fans,” says Dodge.
In close collaboration, the team designed a robust launch campaign that would translate Nicki’s persona to her fragrance through a mix of paid, owned and earned media. “The media strategy was born right out of Nicki’s personality which is larger-than-life. As a result we sought to develop high impact, over the top, super creative executions through all of our partnerships” says Barry Lowenthal, President, The Media Kitchen. The goal of the campaign is to bring Nicki’s world to the masses, exciting fans by infusing a dose of Pink Friday into the everyday through 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 and allow consumers to get closer to Nicki, emulate her persona, and share creative content. 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 digital campaign extends the larger-than-life campaign into the online space, featuring high impact custom takeovers, interactive video units, and integrated partnerships that allow fans to engage with the brand and share with other fans. Media will begin at launch in September and expand to include events and television moving into the holiday time period.
Capturing core brand values through a ground-breaking approach with showstopper impact, Andreas Baumert, Associate Creative Director, Kirshenbaum Bond Senecal, conceptualized the ‘larger-than-life’ creative campaign. “Nicki is one of the most colorful, vibrant and passionate artists in the industry. She’s unique in that she exudes sexiness, fun and mystique simultaneously. We wanted to bring Nicki’s fans into her world through an integrated TV, print, digital and social media campaign that would truly allow them to get lost in a world of fantasy and imagination.” says Baumert.
THE FRAGRANCE
PINK FRIDAY is an Intoxicating Floral Musk
Sparkling with mouth-watering fruits, the fragrance imparts a playful cloud of pink floral petals that whisper the sultry warmth of vanilla, skin musks and woods.
TOP
The fragrance opens with mouth-watering fruits and exotic notes of Starfruit, Italian Mandarin and succulent Boysenberry that linger in a thirst-quenching sweetness
HEART
Whipped with pink shades of floralcy, the decadent bouquet inspires angels to play through a cloud of electric Lotus Flower and starry Jasmine Petals
DRYDOWN
The creamy indulgence of Vanilla and Carmelized Pear bask in the sultry warmth of Musks and Woods to wrap the skin in an addictive sensation
THE DESIGN
Striking from all angles, the stunning statuesque bottle, just like Nicki, shines in the spotlight. From the brilliant gilded facial features with radiant pink lips to her trademark pink hair, Nicki’s fashion couture styles the fragrance with incredible personal expression and eye-catching ‘must-have’ collector excitement. The deluxe size bottle features an original NICKI MINAJ nameplate necklace. The bold carton is distinguished by bright ombré shades of gold, pink and purple adorned by a golden chain border. The vibrant packaging features a bold silhouette impression of her voluptuous, ultra-feminine profile. For the finishing touch, the back panel captures an untamed original image of Nicki for her fans to absolutely cherish!
Bottle Designer: Lance McGregor of Paul Meyers and Friends
Packaging Designers: Lance McGregor and Mariko Iizuka of Paul Meyers and Friends
THE PRODUCTS
– 1.7oz/50ml EDP $49
– 3.4oz/100ml EDP $59
– 6.8oz/200ml Body Lotion $25
– 5.0oz/150ml Hair Mist $22
All prices are manufacturer’s suggested retail prices in US dollars.
Available in the US in September 2012 at retailers nationwide, including Macy’s, Dillard’s, Nordstrom, Belk, Bon-Ton, Boscov’s, and other fine department stores.
