Beyoncé Heats Things Up With New Fragrance
Beyoncé is set to launch her debut fragrance, Beyoncé Heat, this February.
The scent is expected to generate $100 million in its first year.
“I’m so happy with it,” she said during an exclusive interview with WWD. “I’ve been working on it for a while now. I was on 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!”
“What inspires me [both in music and product creation] is love, passion — something that makes me want to be better, to do more,” she said. “Knowing that I have people who look to me — because thank God I’ve had so many great opportunities — I don’t take it for granted. Young girls can see me, and think, ‘Wow. Maybe if I work hard and I’m focused, I can do the same thing.’ And they absolutely can. It’s not just about me being a singer. It’s about knowing that I have people who look at my life, and to know I can inspire them inspires me.”
The fragrance name was inspired by her 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,” she noted; both colors frame the bottle.
“So then we thought of making the bottle look like it’s on fire. I love antique bottles — 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.”
With this being her first fragrance, she takes pride in being involved with all creative aspects of it.
The tag line “Catch the Fever” will be used in both TV and print advertising for the launch. “It’s called Heat, so we wanted the ads to be really steamy and dewy,” said Knowles. “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.”
The scent, which she worked on with Givaudan’s Claude Dir and Olivier Gillotin, has top notes of red vanilla orchid, magnolia, neroli and blush peach; a heart of honeysuckle nectar, almond macaroon and crème de musk, and a drydown of giant sequoia milkwood, tonka bean and amber.
Sound delicious or what?
Check out new gear from Beyoncé’s Deréon line by clicking HERE.