Beyoncé Launches Hot Fragrance

Filed Under: Beyonce Collection's Bureau Fragranz!

Beyoncé Knowles is really going to do it all.

Following what seems to be the J.Lo formula, Beyoncé has done music, film, and fashion, and now she's moving into the world of fragrance. This February, the not-so-Single Lady is launching her first scent, Beyoncé Heat.

The name of the fragrance was inspired by Beyoncé's past tours:

"A lot of my performances have had fire involved, so we thought 'Heat.' Also red is one of my favorite colors, as is gold. So then we thought of making the bottle look like it's on fire. I love antique bottes - my mother had a collection of them when I was growing up, I wanted something with an antique yet modern feeling. Even with my wardrobe, I always try to find things that have a little bit of something vintage, yet still timeless and classic. The bottle, I felt, was a great mixture of the two."

As for the fragrance itself, has top nots of red vanilla orchid, magnolia, neroli, and blush peach, with a heart of honeysuckle nectar, almond macaroon and creme de musk, and drydown of giant sequoia milkwood, tonka bean and amber.

Beyoncé went on to say,

"I'm so happy with it. I've been working on it for a while now. I was on a tour for a year, and I have meet-and-greets with fans. I've never in my life gotten so many compliments. Coty has their own testing, but that was my testing! The fans loved it. They were like, 'I love that, I'm getting that, why isn't it out right now? I need it!'"

Apparently her fans weren't lying - industry sources are estimating that the fragrance will do $100 million globally in just its first year, with half of those sales coming from the States.

With sales projections like that, it's no surprise that they're already planning for more Beyoncé fragrances down the road. Stephen Mormoris, SVP of global marketing for Coty Beauty, said, "We will explore all the different sides of Beyoncé with future fragrances, but Beyoncé Heat is meant to be the enduring classic. We think this scent will re-energize the celebrity category."

But for now, Beyoncé is just soaking up the satisfaction of finishing Beyoncé Heat.

"This was my first time starting from scratch…. Everything, from the bottle design to the name and the ideas for the commercials, that's me. When I commit to something, I do it 100%, and I've never had [creative control over a fragrance] until this project. I learned a lot of great things from the past - but I always asked myself, 'If I could have my own scent, what would it be?' I wasn't worried about deadlines. It could have taken me three, four, however many years - this was my first fragrance, and I wanted to make sure that it was something I would love forever."

Speaking of the commercials, the fragrance will be featured in both TV, print, and online ad campaigns, with the tag line "Catch the Fever." The television ads were directed by Jake Nava, the very same director who did the awesome and iconic Single Ladies video, as well as If I Were A Boy, and Beautiful Liar. The print ads were shot by Michael Thompson, and will run as single and double page spreads. Neither print nor televised ads will debut until February 2010.

Beyoncé said,

"It's called Heat, so we wanted the ads to be really steamy and dewy. My sexiest moments are when I'm just getting out of the tub or the shower and I'm clean, so I wanted to incorporate that in the ads. The dress was this liquid-y satin. The song 'Fever,' I did years ago and always loved it. [For the commercial] I got to sing it a bit more whispery, more natural."

As for the internet campaign, a teaser website is already up as of today, ReadyToCatchTheFever.com. There will also be promotions on Beyoncé's Facebook and MySpace pages, a unique Facebook application called How Hot Are You which rates users by its "Fever Meter."

Beyoncé, of course, will also make appearances to promote the fragrance.

Available in about 2,000 department and specialty stores, the collection will be available in three sizes: 1oz for $39, 1.7oz for $49, and 3.4oz for $59.

Will you be one of the millions to splurge on Beyoncé Heat??

Posted: December 18, 2009 at 1:00 pm