Just under a year after warming up the fragrance arena with her first scent, Heat, Beyoncé Knowles is headed back into the market with Heat Rush, due in February.
A sister scent to the fragrance Knowles launched with Coty in February, Heat Rush will be sold in the U.S. in about 3,000 department and specialty store doors, including Macy’s, at launch, then roll out to about 50,000 doors worldwide in May. While Heat is billed as an overtly sexy fragrance, Heat Rush is intended to be more of a daytime fragrance, noted Steve Mormoris, senior vice president of global marketing for Coty Beauty. And make no mistake: there are many more facets of Knowles to come.
“It is our intent to continue building this brand,” said Mormoris. “We see Beyoncé as a pillar of our fragrance business.” A boudoir-themed elixir of Heat is just hitting counters now.
According to NPD, Knowles’ first scent, Heat, was in the top 10 of overall women’s fragrances at launch and number two among new launches after Chanel’s Chance Eau Tendre. By the second quarter, it was in the top 20, and is ranked 21, as of June year-to-date, according to Karen Grant, senior vice president and global industry analyst at NPD. That pattern is considered typical of celebrity fragrances.
Industry sources calculated that by yearend 2011 the Beyoncé fragrance franchise could be generating worldwide retail sales of $150 million. The Jennifer Lopez fragrance franchise, which encompasses more scents, is said to have peaked at $150 million in worldwide retail sales last year.
A big part of Knowles’ success comes from her close attention to detail, noted Mormoris. “She approaches creating a fragrance like writing a song,” he said.
As for age targets, Marsha Brooks, vice president of global marketing, fragrances, for Coty Beauty, noted Knowles’ first scent, Heat, has had a multigenerational response. “We know going in [to the launch of Heat Rush] that Beyoncé has huge appeal to women 18 to 24 years old, but we expect it to be bought by both younger and older women,” she said, noting that women from 15 to 35 are expected to buy the fragrance. “This is a young, fresh, less-serious scent.”
The scent, by Firmenich’s Honorine Blanc, has top notes of passion fruit sorbet, blood orange and Brazilian cherry; a heart of yellow tiger orchid, mango blossom and orange hibiscus, and a drydown of teak wood, honey amber and Rio sunset musk.
Eaux de toilette in four sizes will be sold: 0.5 oz. for $24, 1 oz. for $39, 1.7 oz. for $49 and 3.4 oz. for $59. Two ancillaries will also be produced: a 6.7 oz. shimmering body cream, $24, and a 6.7 oz. shower gel, also $24.
Print advertising, shot by Michael Thompson, features a back-lit Knowles in a tangerine-hued dress. TV advertising is also planned; Coty will take the TV spot shot for Heat, and add a piece to the end, said Jerome Dujoux, global marketing director, fragrance division, for Coty Beauty.
While Coty executives refused to discuss advertising spending, industry sources estimated that at least $10 million would be spent in the U.S. to promote the scent in its first year on counter. Like the first scent, Heat Rush will also have an intricate social-media strategy, with a dedicated Web site and a Facebook campaign. Knowles currently has more than 7.5 million Facebook fans, said Dujoux.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)