First Look: Beyoncé\’s new Fragrance, PULSE

| 16 June , 2011 | 4 Replies

Elle US gives us the first look of Beyoncé\’s third fragrance, Pulse, a floral citrus scent that represents the woman she is on stage.  She shares with them:

“When I think about excitement, it makes me think about my heart racing and a pulsating beat­—it\’s my stage persona. Heat represents my sensual side, it\’s very spicy and Southern. Heat Rush is more about the woman I am on my off time, when I\’m on vacation.”

“Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power.”

At the heart of Beyonce Pulse is the enticing Bluebird Orchid, renowned for its curvaceous shape, distinctive blue-indigo color and enchanting scent.  The mysterious, unique orchid has never before been featured in fragrance, and is displayed to perfection in Beyonce Pulse.

Sparkling top notes of Pear Blossom, effervescent Blue Curacao accord and frosted Bergamot give way to Bluebird Orchid, delicate Peony and fragrant Midnight Blooming Jasmine. Finally, Pulse is anchored by powerfully sexy, irresistible base notes: warm, opulent Madagascar Vanilla, seductive Musk and sensual precious Woods.

“Pulse truly is a game changer in the category,” said Steve Mormoris, Senior Vice President, Coty Beauty. “We have been able to for the first time meld citrus and gourmand for a truly innovative product. That coupled with Beyonce’s signature energy and style makes Pulse distinctive in every way. It’s sure to become an iconic fragrance.”

The Beyonce Pulse experience doesn’t end with the fragrance itself. Packaged in an inverted chrome bottle, Pulse makes a visual statement.

“I’m very proud of the Pulse packaging,” says Beyonce. “I wanted to do something completely out of the box and modern, so we created the upside down, faceted bottle that highlights the blue juice inside. The chrome cap is inspired by my stage costumes, which I love because it incorporates fashion into the overall design… and I love fashion!”

The bottle is modern and incorporates fashion into the overall design inspired by her stage costumes and will be on counters this September in the US, and will be on our counters this October.  I had the luxury of experiencing this new fragrance yesterday at Coty’s Media Preview and it’s a lovely fragrance, softer than Rush Heat and to me just lovelier.

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Category: Ad Campaigns, Fragrances, Glossy News

Comments (4)

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  1. Sassi Sam says:

    I definitely prefer this one, much softer, I don’t like really strong scents and I love the light blue of the fragrance liquid 🙂

  2. Katrina says:

    I see what you mean about darth vadar – very cool – I might buy it just for the bottle!

  3. Sassi Sam says:

    Yes it is literally upside down, if you turn it up the other way it looks like darth vadar 🙂 I was lucky enough to see and smell the fragrance yesterday and it’s lovely, I prefer it to Heat Rush.

  4. Katrina says:

    Interesting bottle design. Blue isn’t the colour that comes to mind for a citrus-floral but I like citrus so I’ll keep an eye out for it later in the year.

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