January 20, 2010
Beyonce Releases New Fragrance from Beyonce
With the success that Beyonce has seen of late, it’s surprising that she hasn’t put a perfume on the market already. But the “Single Ladies” singer is just now joining the likes of Mariah, Britney and Christina by creating her own signature scent: Heat. Beyonce’s music videos have been nominated for lots of awards in 2009.
The 28-year-old pop star is currently being featured in the Emporio Armani Diamonds campaign, and has previously promoted the True Star fragrance by Tommy Hilfiger. Now she’ll be putting her explosive branding on her own triangular red bottle.
Heat is set for release in the US in February 2010, and will appear internationally during the summer months. Adverts for the fragrance feature the former Destiny’s Child songstress posing in a sexy red satin dress, accompanied by the slogan “Catch the fever.”
The television advertisement shows the singer in that barely-there red gown, sauntering around a steamy bathhouse. She sings a cover of “Fever” for the ads - a song Beyonce previously re-worked for the 2003 movie The Fighting Temptations.
Of the spicy marketing attempts, Beyonce informed Women’s Wear Daily: “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. I got to sing it a bit more whispery, more natural.”
“Single Ladies” video director Jake Nava also worked on the advertisements for Heat. Nava also worked with the singer previously by directing both the “Beautiful Liar” and “If I Were a Boy” videos.
Heat is the latest business venture for Beyonce, who also has a fashion line with her mother Tina Knowles, House of Dereon.
Comments Off