Jay-Z

“He was so charming and delightful, and he smelled so good! And it's that kind of thing where you hug a guy, and the scent is sort of buried in them. When we went to the second location, I could still smell him on me. It was like, 'Oh, this is wonderful.'” Quoting: Oprah Winfrey

Parlux fragrances has partnered with Shawn Carter, better known as Jay-Z, to release two new perfumes under the names of two hip hop and pop superstars: Kanye West and Rihanna.

Jay-Z and a "unnamed" female singer have signed the deal with Parlux. It has been estimated that within two years, the four brands could generate $150 million. In addition, these celebrities will own 12 million shares in Parlux.

In July, an unusual "Parlux" experiment took place at a lounge in downtown Manhattan. Several women were blindfolded and presented with a few "sniff" samples of products filled with synthesizes pheromones.

Many manufacturers are dropping tinctures of synthesized pheromones into their formulas, claiming that this will boost a persons sex appeal and confidence.

The pheromone of choice for men is a family of steroids, related to testosterone, found near the axillary glands in the underarm area. For women, a commonly used compound is estratetraenol, a derivative of the sex hormone estradiol.

Rihanna and Kanye West’s fragrances will be released in summer 2010. Jay-Z's fragrant is already out and many who know him well are already wearing this pheromones filled fragrance.

"The Smell of Death...Decoded"...