At the launch of her latest perfume Monday, singer Rihanna was targeted by a group of anti-fur protesters. This is not the first time she is facing criticism from animal activists. In 2012, she faced criticism for wearing snake-skin boots.

Rihanna unveiled her new scent RiRi by Rihanna at Macy’s in Brooklyn, New York on Monday. As soon as she unveiled the perfume, the “Diamonds” hit maker was greeted by activists who barged into the venue and waved placards. They shouted slogans saying “Shame on Rihanna! Shame on Rihanna! Fifty dead animals - one fur coat.”

Before the event, she had taken to twitter with her first ad RiRi by Rihanna. She also took to twitter to announce the launch at Macy’s. “Im coming to Brooklyn, @ Macys on August 31st!” she tweeted.

She even took to Instagram and shared a picture of her campaign for the scent. “NEW YORK!!! Come hang with me at @MACYS downtown #BROOKLYN on August 31st and try out my new @perfumesbyriri fragrance,” she captioned the image. She added the hashtag RiRi.

The 27-year-old singer also shared four more pictures on the photo sharing app. One picture showed her fans queued up in front of the departmental store on Friday waiting for the big launch.

“ [Scent] is something that connects you to a specific time, a memory, a place, a person,” said Rihanna during the launch at Macy, E! News reported. She added that once one of her makeup artist wore a perfume that reminded her of the past and she knew exactly what the perfume was. She then told the person not to wear the same perfume the next day, because she did not want to think about her past.

Rihanna said that she also wanted to create great memories for young ladies though her scents. She wanted her fans and young ladies using RiRi by Rihanna feel an element of fun. She said: “This fragrance is all about a fun mood, a flirty mood, and that's what young women are.”

The singer wore a bright pink mini dress for the fragrance launch. Known for her whacky wardrobe, she opted for a Vivienne Westwood 80s-inspired confection. It showed off her endless pins and cleavage. The star teamed the bright lace look with even brighter bubblegum pink heels and a pale purple metallic clutch.