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Heat (perfume)

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Heat (perfume)

Heat
Heat
Fragrance by Beyoncé Knowles
Type Women's fragrance
Released February 3, 2010
Label Givaudan’s Claude Dir & Olivier Gillotin
Tagline Catch the fever
Successor Heat Ultimate Elixir
Website Official Website

Heat is a perfume endorsed by American singer Beyoncé Knowles, which she created alongside Givaudan's Claude Dir and Olivier Gillotin. The product, which was released on February 3, 2010, uses the tagline "catch the fever." The release was promoted with a cover of "Fever" by Knowles and a limited edition EP also titled Heat. The fragrance's commercial spawned controversy for its "sexy imagery", and was only allowed nighttime broadcast in the United Kingdom.[1] Macy's sold US$3 million worth of Heat between early February and early March 2010. The scent went on to become one of the best-selling fragrances in America. It received both positive and negative reviews from critics, and it was nominated at several fragrance award ceremonies.

Heat was followed by four additional releases. Heat Ultimate Elixir was meant to capture a more private side of the entertainer. Heat Rush was intended to be more of a daytime fragrance. Midnight Heat was a night fragrance, and Heat The Mrs. Carter Show World Tour was dedicated to the tour of that name. Each scent was followed with its own Eau De Parfum release and multiple gift sets. In August 2013, the line of Heat perfumes was named the best-selling celebrity fragrance brand worldwide.

Conception

Development

In December 2009, Beyoncé Knowles announced that she would release her first fragrance, titled Heat, the next year.[3] Prior to releasing the fragrance, she had collaborated with Tommy Hilfiger on his perfume True Star in 2004 and Giorgio Armani's Diamonds for which she appeared in several promotional campaigns.[4][5] Knowles created this new fragrance in 2009. The testing of its smell was done by Coty, Inc. and Knowles also presented Heat to her fans during the backstage meetings on her I Am... World Tour.[2] It was released in the United States on February 3, 2010.[6][7] According to Knowles' official parfum website, Heat is "a captivating fragrance that unleashes a spirited fire within."[8] It was also described as "a unique expression of a woman's powerful sensuality: sexy, elegant yet feminine with an air of mystery", summing up that the fragrance reflects "a self-assured woman, who is not afraid to desire and to be desired."[8] Knowles' official perfume website described Heat as an "alluring [and] modern fragrance... [which] embodies a compelling spirit".[9]

In a behind the scenes video, Knowles revealed the reason behind naming the fragrance Heat. According to her, it was because the scent comes off as "infectious", further elaborating: "It's like something you can't get enough of. It's hot, it's sexy, it definitely makes you feel like you caught the fever."[10] Knowles additionally stated that her favorite fragrance notes are red vanilla orchid, due to its "sexy" and "spicy" smell, and honeysuckle, due to its "sensual" and "sweet" smell.[10] She concluded: "It was a lot of work but I was really really happy and I think it's something I'll be proud of 20 years from now."[10] During an interview with Teen Vogue, Knowles stated that she loved the perfume because it features notes of orchid, her favorite flower. She further said that it was suitable for her alter ego Sasha Fierce as it was "fiery".[11]

Packaging and scent

Heat is packaged in a red triangular bottle. The top of the bottle is edged with a gold band and the words "Beyoncé" and "Heat" and the cap is etched with the letter B.[2] The scent has been described as floral, fruity and woody, and it was marketed as both "feminine and irresistible" by Knowles' official perfume website.[9] The fragrance is described as having top notes of vanilla orchid, magnolia, neroli and peach; middle notes of almond macaroon, honeysuckle and musk; and base notes with "a warm and sexy dry-down" of giant sequoia milkwood, tonka bean and amber.[9] Reviewers particularly identified tonka bean, neroli and almond, along with woody and floral notes.[12] Following the release of Heat, Knowles described the latter's bottle design, scent and inspiration in depth, as follows:

A lot of my performances have had fire involved, so we thought ‘Heat.’ Also, red is one of my favorite colors, as is gold. So then we thought of making the bottle look like it’s on fire. I love antique bottles — my mother had a collection of them when I was growing up. I wanted something with an antique yet modern feeling. Even with my wardrobe, I always try to find things that have a little bit of something vintage, yet still timeless and classic. The bottle, I felt, was a great mixture of the two... Everything, from the bottle design to the name and the ideas for the commercials–that’s me. When I commit to something, I do it 100 percent, and I've never had [creative control over a fragrance] until this project. I learned a lot of great things from the past — but I always asked myself, ‘If I could have my own scent, what would it be?’ I wasn't worried about deadlines. It could have taken me three, four, however many years — this was my first fragrance, and I wanted to make sure that it was something I would love forever.[2]

Products
  • 100 ml/ 3.4 oz
  • 50 ml/ 1.7 oz
  • 30 ml/ 1.0 oz
  • 15 ml/ 0.5 oz
  • Body Lotion 200 ml/ 6.7 oz
  • Shower Gel 200 ml/ 6.7 oz
  • Sparkling Body Mist 125 ml/ 4.2 oz

Promotion

In November 2009, the print advertising for Heat was shot by Michael Thompson, who described Knowles as "sultry" on the poster.[10] The latter shows Knowles in a seductive pose and wearing a red satin dressing gown under the tagline "Catch the fever".[13] Thompson revealed in a behind the scenes look at the shoot for the fragrance, that he wanted to capture Knowles "in her true essence", where she "generates heat" and is just "sensual and fun and full of energy."[10] A writer of Rap-Up praised her look, saying that she was "burning up" the print.[14] The advertisement was published in fashion, beauty and lifestyle magazines in February 2010.[2] On February 3, 2010, Knowles launched the scent at Macy's Herald Square in New York City, where she posed for photos and signed autographs for fans.[15] Heat was released in 2,000 department and specialty store doors in the United States. The collection was also released in Canada and Latin America in February 2010 with additional global distribution in Europe, Asia and Australia in August 2010.[2] On February 9, 2010, Knowles appeared on The Today Show where she talked about Heat.[16] From January 15, 2011 to February 15, 2011, Seventeen magazine gave away 10,000 free samples of Heat. A sample of the fragrance was given for each copy of the February 2011 issue of the magazine bought.[17] A sample of Heat was distributed alongside each copy of Knowles' live album, I Am... World Tour (2010) and her fourth studio album, 4 (2011).[18] Industry sources estimated that Coty Beauty spent a total of $20 million on advertising and promotion of the perfume the first year after its release.[2]

Commercial

The television commercial for Heat was directed by Jake Nava,[13] who previously directed Knowles' videos for her singles, including "Crazy In Love", "Baby Boy", "Beautiful Liar", "If I Were a Boy", and "Single Ladies (Put a Ring on It)".[19] Trey Laird was the executive creative director, while Hans Dorsinville was the creative director of the video.[10] Laird stated that the main theme of the commercial was that Knowles should appear "sexy and a little bit dangerous", but in a "sophisticated and elegant way."[10] Released on television channels in December 2009, the commercial is set to Knowles' cover version of "Fever" (2010) playing in the background.[2] It features Knowles in the same red satin kimono that she has worn on the print advertisement.[13] The dress has been described as "revealing".[13] Knowles is seen sweating profusely in a steamy bathroom while in one of the scenes, she is seen seemingly enjoying herself in a bath.[13][20]

Nava praised Knowles' acting in the commercial, stating: "She's so scorchingly hot that even when she touches the floor with her dangerous high-heels, she kind of sets her world on fire."[10] In an interview with Women's Wear Daily, Knowles described the sexual tone of the video stating: "'It’s called Heat, so we wanted the ads to be really steamy and dewy. My sexiest moments are when I’m just getting out of the tub or the shower and I’m clean, so I wanted to incorporate that in the ads. The dress was this liquid-y satin. The song Fever I did years ago and always loved it. [For the commercial] I got to sing it a bit more whispery, more natural."[2] "Fever" was re-recorded by Knowles on two different occasions. Knowles first recorded her version of "Fever" on September 9, 2003 for her film The Fighting Temptations.[21] Before the release of Heat, she recorded "Fever" again for the fragrance's television commercial. After the launch of Heat, the latter version of the song was officially released as a promotional single to the US iTunes Store through Columbia Records on February 8, 2010, to promote the fragrance.[22] It was made available digitally in the United Kingdom the following day.[23]

The commercial for the fragrance found controversy in the United Kingdom with UK's Advertising Standards Authority.[1] It was banned from the country's daytime TV rotation due to its "sexy imagery" and was only shown after 7:30 in the afternoon.[1] The U.K.'s Advertising Standards Authority commented on the ban decision, stating "We considered that Beyoncé's body movements and the camera's prolonged focus on shots of her dress slipping away to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children."[1] Coty, Inc., the world's largest fragrance company, replied to the ban, stating that they do not think there is anything too explicit about the TV spot.[1] Coty continued that the commercial was "intended to reflect the singer Beyoncé's personal 'sexy chic' style," and while Beyoncé's cleavage is exposed at certain parts of the commercial, Coty stated that it is not "overtly graphic or explicitly sexual and at no point was Beyoncé naked."[1] Brad Wete of Entertainment Weekly defended Knowles, saying that "[the advertisement] is sexy. It’s suggestive and sultry. But it’s certainly not X-rated."[20] Beyoncé's mother and collaborator Tina Knowles called the commercial's ban "very good", as people purposely went to watch the video, and that increased sales.[24] Knowles herself also responded jokingly to the ban, saying, "Where's the wind coming from? It started out only [to stay cool], and then it kind of created this effect with my hair... You can only imagine, the show is two and a half hours. It's really, really warm onstage."[24]

Reception

Amy Odell of New York magazine gave Heat's scent a negative review. She criticized the fragrance's packaging as being very similar to that of K-Y Jelly.[25] She stated: "Once on the skin, the scent transformed in a matter of just a few minutes from something floral-y and vaguely acceptable to an offensive mix of car fumes and that vanilla body spray Victoria's Secret used to sell to 12-year-olds",[25] then adding that the perfume's logo and gold swirls "sway too similar to that of KY Jelly's", before concluding that "calling to mind sex is kind of Beyoncé's thing, which is why this fragrance could just be a smashing success."[25] Holly Siegel of The New York Times complimented the fragrance's scent of "floral-fruity-woody blend and notes of neroli, almond and tonka bean."[12] On October 25, 2010, it won a gold status at the Design of the Times Awards by The Strive Group.[26] At the 2011 CEW Beauty Awards Heat won in the category for Best Fragrance of the Year: Mass.[27] The same year, it also won in the category for Best Fragrance at the Dutch Drugstore Awards,[28] and Best Fragrance in the Lifestyle at the Norwegian Cosmetic Awards.[29] It also received a nomination in the category for Media Campaign of the Year at the 2011 FiFi Awards.[30]

It was revealed by Macy's Chief executive officer, Terry Lundgren, that his chain had sold US$3 million worth of Heat between early February 2010 and early March 2010.[31] Lundgren revealed that, during a one-hour period at the launch of the scent when Knowles was at the store signing autographs, 72,000 bottles were sold.[31] Within days of the fragrance's release, it was named as one of the best-selling scents in America.[32][33] According to Britain's The Fragrance Shop, Heat also topped a poll of best-selling celebrity scents.[34] On August 9, 2013, Knowles' Heat collection of scents was named the best-selling celebrity fragrance brand worldwide.[35] With $400 million earned at retail globally, the line of perfumes was placed at number three on the list of best-selling fragrances.[36][37]

Related products

During an interview with Women's Wear Daily in December 2009, Stephen Mormoris announced that Knowles planned to release several other fragrances after Heat, adding that they will explore the different sides of Knowles. However, he added that Heat was meant to be "the enduring classic... this scent will re-energize the celebrity category".[2] Four additional fragrances were released from the Heat line: Heat Ultimate Elixir, Heat Rush, Midnight Heat and Heat: The Mrs. Carter Show World Tour. In 2013, Mormois discussed his collaboration with Knowles on the Heat line: "Beyoncé has always chosen simple and strong concepts for her fragrances. She's very collaborative in that she know[s] what she wants and she has a very clear view of her fan base. There are just a few of that qualities that make her an excellent partner. She is excellent at making decisions and making them happen."[36] In September 2011, Knowles followed Heat with a new line of fragrances titled Beyoncé Pulse.[38]

Heat Ultimate Elixir

Heat Ultimate Elixir
Heat Ultimate Elixir
Fragrance by Beyoncé Knowles
Type Women's fragrance, limited edition
Released September 2010[39]
Label Givaudan’s Claude Dir & Olivier Gillotin
Tagline Catch the Fever
Predecessor Heat
Successor Heat Rush

In August 2010, it was revealed that Knowles would be re-releasing her first fragrance as an "ultimate elixir", emphasizing elements intended to embody her private side.[40] The scent was released in September 2010.[39] As its theme, the perfume offers a more intense and sensual version of the original Heat scent. Upon revealing the inspiration of Heat Ultimate Elixir, Knowles stated that what motivated her to update the original scent was the idea of her mother's scent when she was a child:

My first memory of fragrance is my mother, and as a very young girl, hearing her footsteps... Her stilettos click, click, clicking on the hardwood floor and she wore a beautiful fragrance and she would walk past me and it would just stay in the room. It left a warm feeling every time I thought about her scent. I think about the icons that I respect and they all have their own fragrance so I thought it was time for me to have my own.[40]

Ultimate Elixir mixes notes of vanilla orchid and osmanthus top notes with cedarwood and amber middle notes, then adds in vanilla and tonka bean base notes.[40] Kelly Bryant of StyleList wrote that the base notes of Heat Ultimate Elixir "drive the point home that this is a bouquet meant for one sexy siren".[40] Selling the scent's elixir, Macy's described the fragrance as an "opulent and intoxicating twist on the original scent."[41] Keeping with the scent's "sexy theme", the new scarlet jus is contained in the original bottle, updated with a black atomizer, which has been described as "boudoir-ready" by Katherine Kluznik Rentmeester of People magazine.[42]

Nathalie Atkinson of The National Post held a sniff test for Knowles Heat Ultimate Elixir to assess the different scents picked up by people of the opposite sex.[43] Cosmetics editor Dave Lackie, who was asked to be the male participant of the scent, described the elixir as "stronger than the original", noting strong hints in scents such as "peach-flavoured candy paired with nondescript flowers" which offered "a nice drydown."[43] Atkinson, the female participant, noted Knowles' intense use of creamsicle, adding that the scent holds strong enough "to get noticed above the hairspray fumes and thumping bass."[43] In a list of "Noseworthy Perfumes", Oprah Winfrey listed Heat Ultimate Elixir at number two, favoring the fragrance's "honeysuckle nectar, musk, and warm, sensual" sequoia scent.[44] The Independent described the scent as a "spicier flanker" in comparison to the original release.[45] New York magazine found the fragrance's packaging "just as 'lubelike' as the original."[46]

Products
  • 50 ml/ 1.7 oz

Heat Rush

Main article: Heat Rush

New fragrance project working sessions for Heat Rush took place backstage in Newcastle upon Tyne, England in November 2009 and the fragrance was released in February 2011.[47] During the new fragrance project working sessions, Knowles deciphered through different scents, later choosing a "Sunset Cocktail Mod 5" scent because it made her feel "as though a breeze were coming through the room" and seemed "like more of a risk".[47] Knowles' official perfume website described Heat Rush as a fruity, floral fragrance "that is luminous and vibrant with a dewy delicacy at the same time... It captures Beyoncé's bright sensuality; it's young, fresh, and joyful."[48] The same source describes the scent's top notes as passion fruit, orange and cherry; the middle notes are described as embodying "Beyoncé's ultra-feminine side" with orchid, mango and orange hibiscus; and the base notes contain teak, honey and a musk blend that was said to be inspired by sunsets in Brazil.[48]

Heat: Limited edition CD

Heat
Beyoncé Knowles
Released February 2011 (2011-02)
Recorded 2010-2011;
Coty, Inc.
(75002 Paris, France & New York, New York 10016)[49]
Genre R&B
Length 29:46
Label Columbia Records, Music World Corporation, Coty, Inc.[49]
Beyoncé Knowles chronology

Above and Beyoncé
(2009)
Heat
(2011)
4: The Remix
(2012)

A limited edition gift extended play (EP) also titled Heat was released in February 2011, almost a year after the promotional release of "Fever". Promotion in the United States for the perfume took place with a free tote bag,[50] while the limited edition gift EP was used as promotion for all United Kingdom releases of the perfume.[51] One compact disc copy of the EP was included with every purchase of a 50 ml bottle of Heat.[51] The album also contains remixes of songs Knowles previously recorded; Karmatronic remixed "At Last" and "Satellites", Catalyst remixed "Broken-Hearted Girl", Lost Daze remixed "Smash Into You". The EP also features Knowles' 2010 cover version of "Fever". The Catalyst remix of "Broken-Hearted Girl" was previously made available on Knowles' 2009 remix album Above and Beyoncé – Video Collection & Dance Mixes.[52]

Track listing

No. TitleWriter(s)Producer(s) Length
1. "Fever"  Eddie Cooley, John DavenportBeyoncé Knowles, Chink Santana 3:33
2. "At Last" (Karmatronic Remix)Mack Gordon, Harry WarrenMoe Cohen (executive), Peter Krakczar, Achillies Sparta 7:38
3. "Broken-Hearted Girl" (Catalyst Remix)Kenneth Edmonds, Mikkel Storleer Eriksen, Tor Erik Hermansen, KnowlesCatalyst 4:55
4. "Satellites" (Karmatronic Remix)Ian Dench, Amanda Ghost, Knowles, Dave McCrackenMoe Cohen (exec.), Peter Krakczar, Achillies Sparta 7:19
5. "Smash Into You" (Lost Daze Remix)Knowles, Terius Nash, Christopher StewartPeace Bisquit, Frank DeMaria, Anthony Saputo 6:21
Total length:
29:46

Credits

Credits for Heat, adapted from the CD liner notes:[49]

  • Executive producer - Beyoncé Knowles, Moe Cohen
  • Vocals - Beyoncé Knowles
  • Mastering - Tom Coyne
  • Producers - Beyoncé Knowles, Chink Santana, Achillies Sparta, Peter Krakczar, Catalyst, Frank DeMaria, Anthony Saputo, Peace Bisquit
  • Remix Coordination - Angelo "Pepe" Skordos, Bill Colozman

Midnight Heat

Midnight Heat
Fragrance by Beyoncé Knowles
Type Women's fragrance
Released July 2012
Label Givaudan’s Claude Dir & Olivier Gillotin
Tagline Heat up the Night
Predecessor Heat Rush
Successor Pulse Summer Edition
Website Official website

Midnight Heat was released in July 2012 following Heat Rush. It is packaged in a purple bottle.[53][54] According to Knowles' official website, "For Beyoncé, fragrance is an essential accessory to highlight your inner radiance, confidence and sex appeal. Midnight Heat is the ultimate evening scent, sensual and enticing with just a hint of mystery."[55] The perfume's top notes are described as dragonfruit, apricot and starfruit; middle notes of orchid, tulip and peony; and base notes of sandalwood, patchouli and amber.[55] A poster for the fragrance was released on July 18, 2012, and shows Knowles wearing a purple mini-dress.[53] Idolator's writer X. Alexander wrote that Knowles looked "appropriately regal in purple in her new fragrance art"[56] while Julee Wilson of The Huffington Post wrote that the advertisement "definitely screams sensual".[53] Gaby Wilson of MTV commented that the photo appropriately sets the mood for the midnight perfume further praising Knowles' look on it.[57] Ambika Mutto of VH1 gave a negative review for the poster, writing that she was "really disappointed" because the image was "boring and literal". She noted, "Sexy hair flying, sexy dress in a color reminiscent of midnight, on a rooftop against the midnight sky — we get it."[58] A writer of the website Digital Spy praised the scent, writing that the scent empowers "your inner diva" and added that "there will be no Single Ladies left if you wear this."[59] At the 2013 StyleBistro Awards, Midnight Heat is currently nominated in the category for Best New Fragrance.[60]

Products
  • 100 ml / 3.4 oz
  • 50 ml / 1.7 oz
  • 30 ml / 1.0 oz
  • 15 ml / 0.5 oz
  • Sensual Body Lotion 200ml / 6.7 oz

Heat: The Mrs. Carter Show World Tour

Heat: The Mrs. Carter Show World Tour
Fragrance by Beyoncé Knowles
Type Women's fragrance
Released June 10, 2013
Label Givaudan’s Claude Dir & Olivier Gillotin
Tagline Introducing a new kind of fire
Predecessor Midnight Heat
Successor Pulse NYC
Website Official website

In April 2013, Knowles embarked her fourth concert tour, The Mrs. Carter Show World Tour.[61] In June 2013, it was announced that a limited edition of Heat, titled Heat: The Mrs. Carter Show World Tour, would be released the same month, inspired by the tour. Speaking about the fragrance, Knowles said: "I love my music, I love performing and most of all I love and appreciate my fans. I wanted to give them a special remembrance of this tour and I created this scent to reflect the power, passion and playfulness I put into my performances."[62] The fragrance opens with mangosteen, black pepper and Açaí palm as its top notes and later continues with violet petals, Indian Sambac Jasmine and a Brassia Edua Loo orchid as its middle notes before finishing with bourbon vanilla, Australian sandalwood and vetiver as its base notes.[62][63] Gaby Wilson of MTV noted that the ingredients introduced a lighter scent than her previous releases.[64] According to Knowles' official perfume website, the fragrance is "paying tribute to Beyoncé's amazing momentous journey" and further "transport[s] you into Beyoncé's world and the intensity of her shows. [It] will make you feel the power, passion and playfulness she gives to her fans."[63] It was also meant to celebrate Knowles' accomplishments and her "historic life journey".[63] Gregory DelliCarpini Jr. of Billboard magazine described the scentof the fragrance as "strong and feminine".[65] Holly Carter of People magazine noted that the scent was "the best-smelling alternative" for people who missed The Mrs. Carter Show World Tour.[35]

Products
  • 100 ml / 3.4 oz
  • 30ml / 1.0 oz

See also

References

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