It appears Rihanna isn’t the only Roc Nation star rocking the fragrance market.
Rising star Rita Ora is making her mark in an uber pronounced way too.
Tapped by designer Donna Karan to front the campaign for DKNY‘s new fragrance MYNY, Ora’s involvement has helped boost sales of the scent by a whopping 250%.
Details below…
The ‘I Will Never Let You Down’ singer was announced as the spokesmodel for the perfume in August, and since then the fragrance has been flying off shelves – with the UK selling three-and-a-half times more than August the previous year.
Now, the scent is expected to sell over 250,000 units by Christmas with the campaign anticipated to be the most successful of DKNY fragrances yet.
Karen, the woman behind the New York label, has hailed Rita’s performance and gushed there exists no one more suited to her brand’s ethos. She said:
“If Rita can’t sell it, I don’t know who can.
I think Rita’s a great representative of DKNY. She’s full of life, she’s about what everyone wants to feel – energy. And I find her ageless. She’s like this Energizer Bunny who can wear anything from track shoes to stilettos, DKNY to Donna Karan. I love the girl as a person, too. She walks the talk.” {Source}
With such glowing endorsements from such high-powered entities, we’re excited to see how Rita leverages her branding power against the launch of her new music – which is due to arrive early next year.