Due to the lower LUMO energy level at β-position of α,β-unsaturated-β-trifluoromethyl enone than its non-fluorinated counterpart, there is a challenge to activate the sp2 C–H bond of aromatic ring. Herein, we have reported an Iridium(III) catalyzed β-trifluoromethyl enone carbonyl directed regio-selective aromatic C(sp2)-H olefination with acrylates under oxidative condition. Furthermore, coupling with natural products derived acrylates, scale-up and product diversification has also been performed.

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