Fresh off the sweet smelling success of her first perfume Reb’l Fleur, Rihanna is releasing a second scent, and the ads for it are (surprise) very sexy. But I had to do a double take before I realized it was her.

This is partly because of Photoshop, but that’s not the only culprit. First, her soft, blonde, “old Hollywood” locks lack the colorful style the fashion plate/pop star is known for; contrast them with the much more Rihanna-ish red waves she had in the ads for her last perfume. RiRi’s image has always been a mixture of edginess and vulnerability, so where has the former gone? Also, her hair is eating her face; once you realize it’s her, you fill in the blanks, but if I were in charge of promoting a celebrity perfume (someday!) I’d want as much of that celeb’s face in there as possible. The (relatively) minimal makeup is a far cry from her usual smoldering eye look, which further decontextualizes her. And the stylized, “is she lying or standing?” come hither pose is…well, that’s actually not too far off base.

Rihanna debuted the ad on Twitter over the weekend with the caption “Here is my new add for a brand new fragrance #NUDE !!! Make sure you smell sexy, especially naked, this fall.” Well, at least her tweet was recognizable.

(Via Billboard)

Photo: @Rihanna