The Smell of Success

Did you feel that? That was Jay-Z's empire expanding... again. The hip-hop mogul just dropped some big news! He's entering the world of smell goods... also known as fragrances. Representatives for Parlux confirmed that Jay-Z, his mentee, Rihanna, Kanye West and a "well- established female artist" they are keeping top secret are a part of a fragrance deal with Jay-Z's licensing company Iconic Fragrances. Hmm... could the top secret female be Mrs. Beyonce Carter? The people at Parlux dismissed that notion... time will tell. Both Rihanna and Kanye will launch signature scents in the summer of 2010, while Jay-Z and the mystery star will follow suit in 2011. Jay-Z seems to be looking forward to the collaboration saying, "We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands.” For their part, Parlux’s CEO Neil Katz says, “We are extremely excited to begin work on our projects with Rihanna and Kanye West. Each is an extremely highly regarded celebrity at the top of his or her profession who is undoubtedly going to make an indelible impression in the fragrance industry, just as each has done in the entertainment world.” Seems like one big love fest so far. Looking forward to the sniff test.

photo via people.com