Sasha Fierce has finally succumbed to the temptations of the celebrity fragrance game: Beyoncé Knowles has signed a deal with Coty Inc. to produce her own perfume.
Beyoncé’s fragrance — which will be sold in department stores globally — is scheduled to be launched in spring in the Americas, followed by the rest of the world in fall 2010. The deal could be worth up to $20 million for the singer over the next three years, sources estimated.
Although the deal may have been a long time coming, it arrived the day after Beyoncé walked away with several awards at the MTV Video Music Awards, including Video of the Year, Best Choreography and Best Editing.
But the night wasn’t without controversy after Beyoncé (who has often said her onstage alter ego is Sasha Fierce) was passed over for the VMA for Best Female Video — and was defended loudly by fellow singer Kanye West, who jumped onstage and interrupted the speech of the award winner, Taylor Swift. For her part, Beyoncé later invited Swift back onstage to give her interrupted acceptance speech.
Now Beyoncé will have her moment on a different kind of stage this spring. “For me, fragrance reflects a woman’s attitude and unique sense of style,” Beyoncé said. “While I love various perfumes, I haven’t found a scent that truly personifies me as a woman. Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that’s reflective of my inner power.”
Beyoncé has reportedly been wooed by a number of fragrance companies over the last few years, and talk intensified when the singer’s husband, Shawn “Jay-Z” Carter, signed a deal of his own this past spring with Parlux Fragrances Inc. It was widely speculated at that time that she would also sign with Parlux. With sales of more than 100 million records and countless awards, including 10 Grammys, Beyoncé was, until this deal was revealed, one of the few remaining superstars, along with Madonna, not to have a namesake fragrance.
While this is Beyoncé’s first fragrance, she’s no stranger to the beauty world. In 2004, she appeared as the face of Tommy Hilfiger’s True Star fragrance, produced by the Estée Lauder Cos. Inc.’s Aramis and Designer Fragrances division, and in 2007, the singer signed on as the face of Emporio Armani’s Diamonds fragrance. She is also one of L’Oréal Paris’ celebrity faces.
It is fitting the company responsible for kicking off the current celebrity fragrance craze in 2002 with Glow by JLo — which did $100 million globally its first year — is the one to sign Beyoncé. However, it’s a completely different game in 2009 than it was when Glow was launched. According to The NPD Group, the total prestige fragrance business from January through July 2009 was down 11 percent, to $1.072 billion. Of that figure, the women’s category is down 11 percent to $724 million, and the total men’s prestige business was down 10 percent, to $348 million. NPD also estimated the average celebrity fragrance generated about $2.5 million in 2008, a far cry from Jennifer Lopez’s payday.
For 2008, sales in the women’s celebrity fragrance category were down by 7 percent, due mostly to the nosedive in gift sets, which account for at least 50 percent of the business. However, according to NPD, sales of the individual fragrance items, like eaux de toilette, or “juices,” were up by 7 percent in the same period.
Still, Bernd Beetz, chief executive officer of Coty Inc., isn’t overly concerned. “This company understands the [celebrity fragrance] market the best and we look for the top talent to sign,” Beetz, who was also responsible for signing Lopez to Coty eight years ago, told WWD.
The Coty celebrity stable now includes Beyoncé, Lopez, Halle Berry, Faith Hill, Tim McGraw, Sarah Jessica Parker, Gwen Stefani, Celine Dion, Kylie Minogue, Kimora Lee Simmons, Kate Moss, Shania Twain, Victoria Beckham and David Beckham.
To the questions of what Beyoncé is being paid and how long she will be under contract, Beetz retorted, “Next question.”
However, industry sources estimate Beyoncé’s payday will be larger than most celebrity deals, which typically include a $3 million to $5 million upfront payment, along with a percentage of royalties. One source put the Beyoncé deal at $5 million a year, or at $20 million over three years, once extras are included. She commands a larger check, considering her showbiz stature and the fact that many fragrance companies have reportedly tried to woo her before with no luck. Another industry source, however, speculated that the guarantee is no more than $10 million over three years. He cited the depressed fragrance market as a factor. Also, he pointed out that the two fragrances she previously served as the face for did not take off.
“Beyoncé is an ideal partner for us,” said Beetz. “She has a universal presence which reaches across all geographical areas and age groups. People are very interested in her point of view for fragrances — there will be a high expectation from the consumer as to how she will express herself with her scent. We think it will be a blockbuster.”
Beetz declined to give specific details on the fragrance.
Renato Semerari, president of Coty Beauty, called Beyoncé “a role model for women of all ages.”
“She has a powerful ability to capture the attention of the world,” said Semerari.
In addition to a huge advertising campaign — being developed now by Laird + Partners — Beyoncé will do personal appearances to support her scent, said Beetz. “She gives her projects great priority and she has very strong opinions,” he said. “She is involved in a huge worldwidetour, but has made us a priority. We will tie into her [music] tour and schedule appearances. She is very approachable and very sharp.”
When she’s not creating fragrances, singing or acting (recent projects include the movies “Obsessed” and “Cadillac Records”), Beyoncé and her mother, Tina Knowles, continue to design apparel under their House of Déreon label. The line, founded in 2004 and named for Tina Knowles’ mother, Agnéz Deréon, includes ready-to-wear, sportswear, denim, furs, outerwear, handbags and footwear.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)