Reality TV star and influencer Maeva Ghennam, known for her sometimes controversial PR stunts, recently announced the release of her first perfume, “Rouge Rogue”, in partnership with Black Ants. But the price of 200 euros for a 100 mL bottle does not go unnoticed and provokes fiery reactions on social networks.
This Sunday, November 17, Maeva Ghennam presented “Rouge Rogue”, a perfume that she describes as “niche”, designed with the help of perfumer Emna Doghri. The influencer, often at the center of debates, affirms that the price is justified by the quality: “It’s a perfume made in France by the country’s most famous nose. It’s not just any perfume”she assured on her social networks. She even compares it to the famous fragrances of Louis Vuitton and Dior, emphasizing: “It’s a luxury perfume that lasts better and costs more than a classic perfume sold at Sephora”.
Despite his explanations, many struggle to understand the positioning of such an expensive product, intended for a predominantly young and female community.
The “niche” label does not convince everyone, especially since the company Black Ants, the influencer’s partner, is a recent brand, with an Instagram account active for only a few weeks. “Company open in October 2024, one month… and Emna Doghri best nose in France? Create buzz to have a little more visibility for a launch of a perfume (niche) 200 euros and compare yourself to the biggest who have been there since 1859 like LV…”, comments Sabrina on Instagram.
On Twitter, the reactions are just as clear: “It was in Dubai that we had to market this, here it’s the crisis”quips an Internet user. Others do not hesitate to compare Rouge Rogue to star perfumes like Pulse by Beyoncé, sold at around 70 euros, or Chic by Céline Dion, around 45 euros.
A buzz that hides another?
The skepticism goes beyond price. Some commentators question the sincerity of Maeva Ghennam’s efforts, suspecting her of taking advantage of her large audience for marketing stunts with no future. A user wrote: “People are overdrawn on the 15th of the month and you come to tell us about a perfume for 200 euros”. Doubt also hangs over the real expertise behind the manufacturing of Rouge Rogue, while the partner brand has only been in existence for a month.
By entering an ultra-competitive market and seeking to rise to the level of the major perfume houses, Maeva Ghennam is taking a risky bet. While some followers of the influencer will perhaps welcome the audacity of her project, others believe that she has lost sight of the expectations and purchasing power of her community.
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