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.
This story first appeared in the October 15, 2010 issue of WWD. Subscribe Today.
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.