By  on December 20, 2013

Beyoncé Knowles is opening up and getting personal.

Her newest women’s fragrance, called Beyoncé Rise, is designed to go beyond the sensuality and electricity of her stage persona to reveal a bit more of her personality. “The fragrance concept is a about female empowerment and finding the inner strength that makes women so beautiful,” said Marsha Brooks, vice president of global marketing for fragrances in the Coty Beauty division of Coty Inc., which holds the license for the superstar’s fragrance business. There is a strong sense of “overcoming adversity and rising above it all.”

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