[2] In reference to the deal, Jay-Z stated "We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands".

[2] According to Frederick E. Purches, the founder of Parlux Fragrances, when perfume designers first met with Rihanna, they commented on her "unique scent".

James Dinh from MTV reacted positively to the commercial, which had a duration of two minutes, lauding Rihanna for "creating an ultra-sexy and sleek atmosphere".

Beginning in April, 2011, an edited 30-second version of the promotional video for Reb'l Fleur was scheduled to be screened in 363 movie theaters for three months.

[3] Rihanna made an in-store appearance at the Macy's Department Store in Lakewood, California, for the official launch of Reb'l Fleur on February 18, 2011.

Catherine Helbig from About.com called the fragrance "sexy and memorable," commenting that "Reb’l Fleur is as much in tune with Barbados-born Rihanna’s roots as it is with the glamour of her present life in New York City.

"[15] According to Rolling Stone, Reb'l Fleur was a financial success, expecting to gross a total of US$80 million at retail by the end of 2011.