she just signed a deal with MAC for 4 projects which is the first time MAC has done that .
The first product to launch will be RiRi Woo, a lipstick inspired by her favorite MAC red, Ruby Woo. Its release will coincide with Rihanna’s Diamonds Tour concerts on May 4 and 5 at the Barclays Center in Brooklyn, where MAC will open a pop-up shop on the first night to showcase the line.
The four collections, to be known as RiRi [Hearts] MAC, will break throughout 2013, and current plans call for 31 stockkeeping units. In another first, MAC is calling Rihanna, who turns 25 years old today, a “creative partner” rather than a collaborator. Her name will appear on the packaging, and her signature will be embossed on the RiRi Woo lipstick case and on the bullets of the summer lipsticks, as well as several of the fall and holiday pieces.
RiRi Woo will be sold at the Rihanna concerts and online, and a summer collection will follow, which will also be sold online. A third will land in brick-and-mortar stores for fall, and there will be an on-counter holiday collection.
Demsey stressed that the collections did not involve Rihanna slapping her name on generic product. “This was not a front,” he said. “This is a true, organic collaboration based on mutual admiration and respect. These four collections are like four tracks on a Rihanna compilation. Each one has its own vibe, look, special makeup packaging and flavor. This is really the convergence of pop culture, fast fashion, and iconic style and makeup,” he said, adding that he had been closely following the singer — with an eye to a potential deal — since she released her first single in 2005. “She’s a star. The world follows her look — how she wears her hair, her nails, her clothing, how she styles herself.”
While Demsey declined to discuss sales projections, industry sources estimated that the complete lineup could do $15 million at retail globally.
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