Beyonce is already in the works to launch a second fragrance titled Heat Rush. With industry sources predicting sales of $100 million from Heat, it was only right for the superstar to create a follow-up fragrance.
WWD reports, “While Heat is billed as an overtly sexy fragrance, Heat Rush is intended to be more of a daytime fragrance, noted Steve Mormoris, senior vice president of global marketing for Coty Beauty.”
Heat Rush is slated for a February 2011 release. The fragrance will be initially sold in 3,000 department and specialty stores including Macy’s. By May, 50,000 stores worldwide are expected to carry the fragrance. The scent was formed by Firmenich’s Honorine Blanc and is a mixture of passion fruit sorbet, blood orange and Brazilian cherry; a heart of yellow tiger orchid, mango blossom and orange hibiscus, and a drydown of teak wood, honey amber and Rio sunset musk. Eau de toilette in four sizes will be sold: 0.5 oz. for $24, 1 oz. for $39, 1.7 oz. for $49 and 3.4 oz. for $59. Two ancillaries will also be produced: a 6.7 oz. shimmering body cream, $24, and a 6.7 oz. shower gel, also $24.
Via Upscale Swagger
© 2010, @BWyche. All rights reserved.
