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Heat (perfume)

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Heat
File:Beyonce-heat.jpg
Fragrance by Beyoncé Knowles
ReleasedFebruary 3, 2010
LabelGivaudan’s Claude Dir & Olivier Gillotin
TaglineCatch the fever
WebsiteOfficial Website

Heat is the first women's fragrance created by Beyoncé Knowles with Givaudan Claude Dir and Olivier Gillotin endorsed by Beyoncé Knowles. The ad's tagline is "Catch the fever." The scents release was followed with a revised version of Knowles' original cover of "Fever" and a limited edition EP, also titled Heat. The fragrances' commercial was followed with controversy for its "sexy imagery" and was only to be shown after 7:30 in the afternoon in the United Kingdom.

The scent found most critics unanimously favoring the scent, most of whom noted the fragrances floral-fruity-woody blend and notes of neroli, almond and tonka bean. Following the scents release, Macy's had sold $3 million worth of Heat between early February and early March of 2010. The scent would go on to become the number one scent in America and one of the best-selling celebrity scents.

Heat was followed by two additional release. The first being Heat Ultimate Elixir which was meant to capture a more private side to entertainer. The second being Heat Rush, was intended to be more of a daytime fragrance. Each scent was followed with its own Eau De Parfum release, and multiple gift sets.

Conception

Development

Heat was created by Knowles in 2009 and it was released, packaged in a red triangular bottle, in the United States on February 3, 2010.[1][2] According to Knowles' official parfum website, Heat is "a captivating fragrance that unleashes a spirited fire within."[3] 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."[3] As a whole, Heat is an "alluring [and] modern fragrance", which embodies a compelling spirit.[4] 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."[5] 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.[5] 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."[5]

Packaging and scent

The scent features floral, fruity, woody perfumes, rare as well as sensual flowers, and it is both "feminine and irresistible."[4] The fragrance's Top Notes features radiant floral bouquet of red vanilla orchid, magnolia and neroli, balanced with a kiss of luscious blush peach.[4] In its Heart Notes, the scent features a sensual combination of almond macaroon, honeysuckle nectar and Crème de Musk.[4] The fragrance finishes in its Base Notes with "a warm and sexy dry-down" of giant sequoia milkwood, tonka bean and amber.[4] 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! [6][7]

Promotion

File:Beyoncefever.jpg
Knowles in the TV commercial for Heat, directed by Jake Nava.

The TV commercial for Heat was directed by Jake Nava,[8] 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)".[9] Trey Laird was the executive creative director while Hans Dorsinville was the creative director of the video.[5] Laird stated that the main theme of the commercial was that Knowles should appear "sexy and a little bit dangerous", however, in a "sophisticated and elegant way."[5] Released on television channels in December 2009, the commercial is set to Knowles' latest cover version of "Fever" playing in the background.[7] It features Knowles in the same red satin kimono that she has worn on the print advertisement.[8] The dress has been described as "revealing".[8] Knowles is seen sweating profusely in a steamy bathroom while in one of the scenes, she is seen seemingly enjoying herself in a bath.[8]

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."[5] In an interview with Women's Wear Daily, Knowles described the sexual tone of the video stating: "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."[8]

In November 2009, the print advertising for Heat was shot by Michael Thompson, who described Knowles as "sultry" on the poster.[5] The latter shows Knowles in a seductive pose and wearing a red satin dressing gown under the tagline 'Catch the fever'.[8] 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."[5] "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.[10] Before the release of Heat, she recorded "Fever" again for the fragrance's television commercial. After the launch of Heat, the song was then officially released that latest version as a promotional single to the US iTunes Store through Columbia Records on February 8, 2010 to promote the fragrance.[11] It was made available digitally in the United Kingdom the following day.[12]

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.[13] On February 9, 2010, Knowles appeared on The Today Show where she talked a bit about Heat.[14] 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. Buyers has to bring their February 2011 issue of the magazine to a particpating Macy's store, a copy of Seventeen.com's homepage, or the Seventeen February iPad app in order to get the sample.[15] 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), Knowles' fourth studio album.[16]

Limited edition EP

Untitled

A limited edition 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,[18] while the limited edition EP was used as promotion for all United Kingdom releases of the perfume.[19] One compact disc copy of the EP was included with every purchase of a 50 ml bottle of Heat.[19] The EP 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" and 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.[20] While promoting the EP, British retailer Debenhams stated that it is composed of five of Knowles' greatest hits.[21]

Track listing
No.TitleWriter(s)Producer(s)Length
1."Fever"Eddie Cooley, John DavenportBeyoncé Knowles, Chink Santana3:33
2."At Last" (Karmatronic Remix)Mack Gordon, Harry WarrenMoe Cohen (executive), Peter Krakczar, Achillies Sparta7:38
3."Broken-Hearted Girl" (Catalyst Remix)Kenneth Edmonds, Mikkel Storleer Eriksen, Tor Erik Hermansen, KnowlesCatalyst4:55
4."Satellites" (Karmatronic Remix)Ian Dench, Amanda Ghost, Knowles, Dave McCrackenMoe Cohen (exec.), Peter Krakczar, Achillies Sparta7:19
5."Smash Into You" (Lost Daze Remix)Knowles, Terius Nash, Christopher StewartPeace Bisquit, Frank DeMaria, Anthony Saputo6:21
Total length:29:46
Personnel

Credits for Heat, adapted from the CD liner notes:[17]

  • 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

Reception

Amy Odell of New York magazine gave Heat's scent a very positive review, but criticized the fragrance's packaging as being very similar to that of K-Y Jelly.[22] 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",[22] then adding thatthat 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."[22] 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."[23]

It was revealed by Macy's Chief executive officer, Terry Lundgren, that his chain had sold $3 million worth of Heat between early February 2010 and early March of 2010.[24] While Knowles was at the store signing autographs for an hour during the launch the scent, Lundgren revealed that they sold 72,000 bottles during that length of time.[24] Within days of the fragrance's release, it became the number one scent in America.[25] According to Britain’s The Fragrance Shop, Heat also topped a poll of best-selling celebrity scents.[26]

Controversy

The commercial for the fragrance found controversy in the U.K. with UK's Advertising Standards Authority.[27] The commercial was banned from the country's daytime TV rotation due to its "sexy imagery" and was only shown after 7:30 in the afternoon.[27] 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."[27]

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.[27] Coty continued stating 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 continued stating that it is not "overtly graphic or explicitly sexual and at no point was Beyoncé naked."[27] Knowles, herself, responded to the commercial's ban jokingly stating: "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."[28] Mother Tina Knowles additionally commented on the controversy stating that it was "very good" as people purposely went to watch the video and that "upped my sales."[28]

Products

The Beyoncé Heat lineup includes eaux de parfum in three sizes. [29] Featured in the scents Eau De Parfum, Heat curvaceously rounded base narrows to a sleek, squared neck and the red gradient effect gives the impression of a fire burning within.[30] The top of the bottle is edged with a gold band, inscribed with the words “BEYONCÉ” and “HEAT”, topped with an opulent cap.[30] Eau De Parfum comes in four different sizes— [30]

  • 100 ml / 3.4 oz
  • 50 ml / 1.7 oz
  • 30 ml / 1.0 oz
  • 15 ml / 0.5 oz

Additionally distributed with the fragrances Eau De Parfum is the accompanying Gold Sparkling Body Lotion, which is created to illuminate the natural radiance of skin with a subtle glimmer of gold.[30] The Gold Sparkling Body Lotion can either be included within the fragrances Eau De Parfum or purchased separately in one size—[30]

  • 200ml / 6.7oz

Following the release of Heat, Knowles released different sets following different celebrations that featured the scent and many additional items. The first set to be released was a "Heat Mother's Day Gift Set" which included a 3.4 fl. oz. Eau de Parfum Spray, a 2.5 fl. oz. Gold Sparkling Body Lotion, a 2.5 fl. oz. Pearl Exfoliating Shower Gel, and a 2.5 fl. oz. Hand Cream.[31] A "Holiday Gift Set" released around winter holidays included a 3.4 fl. oz. Eau de Parfum Spray, 2.5 fl. oz. Gold Sparkling Body Lotion, 2.5 fl. oz. Pearl Exfoliating Shower Gel and a 0.5 fl. oz. Eau de Parfum travel spray.[31] The "Holiday Gift Set" also came with a free soft red travel bag with any $59 purchase.[31] The most current set featuring Heat was released on Valentine's Day called "Beyoncé Heat Gift Set Valentine's Day" which included a 3.4 fl. oz. Eau de Parfum Spray, a 2.5 fl. oz. Gold Sparkling Body Lotion, a 2.5 fl. oz. Pearl Exfoliating Shower Gel, and a cosmetic bag.[31] Sold separately, a "Heat Solid Perfume Ring" was made available to the public for $35 with the tag line "Put a ring on it!"[31]

Heat Ultimate Elixir

Heat Ultimate Elixir
Fragrance by Beyoncé Knowles
ReleasedSeptember 2010 [32]
LabelGivaudan’s Claude Dir & Olivier Gillotin
TaglineCatch the Fever

In August 2010 it was revealed that Beyonce would be re-releasing her first fragrance as an ultimate elixir by using notes that are meant to capture a more private side to the multi-hyphenate entertainer. The scent was released in September 2010.[32] The theme of the perfume is to offer a more intense and sensual version of the original Heat.

Upon revealing the idea of Heat Ultimate Elixir, Knowles stated that the inspiration behind the idea to update the original scent was the idea of her mothers scent when she was a child, stating:

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.[33]

In Heat Ultimate Elixir, Knowles adds to Heat by using notes that are meant to capture a more private side.[33] Ultimate Elixir mixes spicy-floral red vanilla orchid and osmanthus petals with the sensuous notes of cedarwood and amber, then adds in delicious vanilla and tonka bean to drive the point home that this is a bouquet meant for one sexy siren.[33] Selling the scent's elixir, Macy's described the fragrance as an "opulent and intoxicating twist on the original scent."[34] Keeping with the scent’s "sexy theme," the new scarlet jus will be contained in the original bottle, updated with a black atomizer, which has been described as "boudoir-ready" by Katherine Kluznik Rentmeester of People.[35]

Reception

Nathalie Atkinson of The National Post held a sniff test for Knowles Heat Ultimate Elixir to test the different scents picked up by people of the opposite sex.[36] 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.[36] 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."[36] In a list of "Noseworthy Perfumes", Oprah Winfrey listed Heat Ultimate Elixir at number two, favoring the fragrances honeysuckle nectar, musk, and warm, sensual sequoia scents.[37] The Independent described the scent as a "spicier flanker" in comparison to the original release.[38] New York jokingly commented on the fragrances packaging as "just as 'lubelike' as the original."[39]

Products

Heat Ultimate Elixir indulges with a warm and sultry fragrance that captures the essence of some of the world's most sensuous and rare flowers.[34] The bottle comes equip with a stylish atomizer that lends the bottle a vintage appeal and was distributed in Eau de Parfum in one size—[33][34]

  • 1.7 oz/50ml

Heat Rush

Heat Rush
File:Heat-rush-beyonce.jpg
Fragrance by Beyoncé Knowles
ReleasedFebruary 2011
LabelGivaudan’s Claude Dir & Olivier Gillotin
TaglineFeel the Rush
WebsiteOfficial Website

In February 2011, Knowles will release another sister scent titled Heat Rush. While Heat is billed as an overtly sexy fragrance, Heat Rush is intended to be more for daytime use.[40] Knowles' official parfum website describes Heat Rush intent and purpose, stating "Heat Rush shines, sparkles and excites the moment it touches the skin. Surrounded by a luminous fragrant aura, the woman who wears it feels instantly effervescent and alive. Sensual and bright, the scent lights up a room just as Beyoncé captivates with her presence."[41]

According to Steve Mormoris, Senior Vice President of Marketing, Coty Beauty stated "This fragrance is inspired by the bright and subtle sensuality that transcends every aspect of Beyoncé’s life."[42] Knowles commented on the scents "Rush" aspect stating "I created Heat Rush to bring the feeling of warmth and sensuality to every woman who wears it. It’s feminine and sexy, fresh and beautiful."[42]

Design & conception

New fragrance project working sessions took place backstage in Newcastle, England on November 2009.[43] During the new fragrance project working sessions, Knowles had to decipher through different scents, later choosing a "Sunset Cocktail Mod 5" scent because it made Knowles feel as though a breeze were coming through the room and seemed like more of a risk.[43]

In an interview with Perfumer, Honorine Blanc revealed that a woman in love with Heat Rush is in control of her personality and sensuality.[43] Blanc revealed that the color orange was very important to the fragrances bottle design, for its vibrancy and energy that it adds to the scent, and added that Knowles sensuality and sexuality inspired the perfumes re-release.[43] Blanc revealed that the construction of the scents bottle is very important, for it needed to find the right balance where everything works together.[43] Honorine Blanc took on an appreciation for Knowles while working with her, stating that her drive is what inspired her to work on the fragrance more.[43] She stated:

Beyoncé, she lives her passion. She's so sensual, and she's so powerful. And she puts it out there, she's not afraid of it. She's very involved in the fragrance. She knows what she wants. I always had more feedback from her; I always had to have more signature and stronger all the time.[43]

Heat Rush is a fruity floral fragrance that is luminous and vibrant with a dewy delicacy at the same time.[44] It is set to capture Knowles’ bright sensuality; it’s young, fresh, and joyful.[44] In the fragrances top notes, Heat Rush instantly captures attention with sparkling top notes of passion fruit, blood orange and brazilian cherry.[44] The scents heart notes is set to embody Knowles' ultra-feminine side with a delicate floral bouquet built upon a carefully blended combination of yellow tiger orchid, mango blossom and orange hibiscus.[44] The scent finishes in its base notes with a subtle and alluring hints of teak wood, honey amber and a Musk accord that is inspired by the sunsets in Brazil.[44]

Heat Rush is presented in a sophisticated and dazzling bright orange flacon.[42] The shapely, feminine base narrows to an elegant gold top with “Heat” emblazoned on its center.[42] The fragrance itself is a golden hue that mimics the brilliant color of the sun. This theme is continued throughout the outer packaging accompanied by warm-toned accents.[42]

Promotion and reception

Following the release of Heat Rush, Knowles had released new candids to promote the fragrance featuring photos of the fragrance itself and of Knowles posing with the bottle.[45] In the visual campaign, which was photographed by photographer Michael Thompson, Knowles is seen wearing a tangerine-colored dress, with a hypnotic and mesmerizing gaze.[42] The shoot is set to accentuating Knowles' soft femininity and undeniable sensuality.[42] After the scents release, all commercials for Heat were later altered to include Heat Rush's release in the end of the commercial.[43]

Houston's Style Magazine gave Heat Rush a very positive review stating, "Beyoncé's Heat Rush instantly captures attention with sparkling top notes of passion fruit, blood orange and Brazilian cherry."[42] They later continued "Heat Rush is presented in a sophisticated and dazzling bright orange flacon. The shapely, feminine base narrows to an elegant gold top with “Heat” emblazoned on its center. The fragrance itself is a golden hue that mimics the brilliant color of the sun. This theme is continued throughout the outer packaging accompanied by warm-toned accents."[42]

Products

The fragrances Eau De Parfum immediately captures attention with sparkling top notes of passion fruit, blood orange and Brazilian cherry.[46] The scent is available in four different sizes—[47][48][46]

  • 100 ml / 3.4 oz
  • 50 ml / 1.7 oz
  • 30 ml / 1.0 oz
  • 15 ml / 0.5 oz

The scents accompanying Gold Shimmering Body Cream hydrates skin and leaves a nice light veil of sparkles.[46] The body cream can either be sold separately or included within the scents original Eau De Parfum, available in one size—[47][48][46]

  • 200ml / 6.7oz

The scents Energizing Shower Gel was released exclusively in Europe, in one size—[42]

  • 200ml / 6.7 oz

Following the release of Heat Rush, the fragrance was included in a "Heat Rush Launch Gift Set" which included a 3.4 fl. oz. Eau de Toilette Spray, a 2.5 fl. oz. Gold Shimmering Body Lotion, and a 2.5 fl. oz. Energizing Shower Gel.[49] Additionally released, a "Chic Gold Tote Bag" was included with any $59 purchase from Knowles' fragrance collection.[49] A "Fragrance Candy Wrapper" was also made available to the public for free at local retailers, which included a fragrance candy wrapper of Heat Rush.[49]

References

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  44. ^ a b c d e "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
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  46. ^ a b c d "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  47. ^ a b "Heat Rush by Beyonce ~ New Fragrances". Fragrantica.com. 2010-10-18. Retrieved 2011-09-04.
  48. ^ a b Williams, Tia (2010-10-15). "Beyonce To Launch New Scent, 'Heat Rush'". Essence.com. Retrieved 2011-09-04.
  49. ^ a b c "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
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