Pop star Beyonce Knowles' first scent, dubbed "Heat," will launch in February, and is estimated to generate more than $100 million for the fragrance industry, which has been rather lackluster of late. And with commercials directed by the same talent who tackled her "Single Ladies" video, we'll admit we're intrigued.
While Beyonce has dabbled in fragrances before -- she was the face of Giorgio Armani’s Diamonds and Tommy Hilfiger’s True Star -- the concoction was made essentially from scratch, blending elements like red vanilla orchid and magnolia with giant sequoia milkwood and almond macaroon.
In an interesting turn, it turns out Beyonce's test subjects have been her fans. She told WWD: "I was on tour for a year, and I have meet-and-greets with fans. I’ve never in my life gotten so many compliments. Coty has their own testing, but that was my testing! The fans loved it."
And certainly Coty Beauty (who owns the license for Heat and future Beyonce fragrances) is relying on the star's cult status to create major sales for the brand -- industry sources told WWD that a series of Beyonce-branded scents could represent "a 300 million market opportunity."
To be sure, other stars have made the move into fragrance and had success -- Jennifer Lopez and Sarah Jessica Parker, specifically -- and since Beyonce essentially turns everything she touches into gold, we're pretty sure this effort will work out just fine.