Heat Rush

Heat Rush
Fragrance by Beyoncé
Type Women's fragrance
Released February 2011
Label Givaudan's Claude Dir & Olivier Gillotin
Tagline Feel the Rush
Predecessor Heat Ultimate Elixir
Successor Pulse
Website Official website

Heat Rush is the second fragrance endorsed by American singer Beyoncé. In February 2011, she released the perfume as a sister scent to Heat (2010). While Heat is billed as an "overtly sexy" fragrance, Heat Rush is intended to be more for daytime use.[1] It contains various floral and fruity scents in its three types of notes and is meant to showcase Beyoncé's sensuality and parts of her personality. The fragrance is packaged in an orange falcon.

Background and design

New fragrance project working sessions took place backstage in Newcastle upon Tyne, England in November 2009.[2] During the new fragrance project working sessions, Beyoncé 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".[2] During an interview Honorine Blanc declared that "a woman in love with Heat Rush is in control of her personality and sensuality".[2] Blanc revealed that the orange color was very important to the fragrance's bottle design, for its vibrancy and energy that it adds to the scent, and added that Beyoncé's sensuality as well as sexuality inspired the perfume's re-release.[2] Blanc also commented that the construction of the scent's bottle is very important, as it needed to find the right balance where everything works together.[2] Blanc took on an appreciation for Beyoncé while working with her, stating that her drive is what inspired her to work on the fragrance more.[2] 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.[2]

Conception

Heat Rush is a fruity floral fragrance that is luminous and vibrant with a dewy delicacy at the same time.[3] It is set to capture Beyoncé's "bright sensuality"; it is summarized as "young, fresh, and joyful".[3] In the fragrance's top notes, Heat Rush uses top notes of passion fruit, blood orange and brazilian cherry.[3] The scent's heart notes, set to embody Beyoncé's "ultra-feminine" side with a floral bouquet built upon a combination of yellow tiger orchid, mango blossom and orange hibiscus.[3] The scent finishes in its base notes with teak wood, honey amber and a Musk accord that is inspired by the sunsets in Brazil.[3] As stated by Beyoncé's, "Heat is a spicier scent and is bursting with the Red Vanilla Orchid. Heat Rush is fresher and lighter and the Yellow Tiger Orchid is the top note in the fragrance. I love them both for different reasons but they both feature my favorite flower, which is the orchid."[4] She further stated that "It may be too much like fruit. Everyone's not gonna like it, but I like it... It's too safe... It's sexy, I like it".[5] Heat Rush is presented in a "sophisticated and dazzling" bright orange flacon.[6] The shapely, feminine base narrows to an elegant gold top with the word "Heat" emblazoned on its center.[6] The fragrance itself is a golden hue noted to emulate the sun. This theme is continued throughout the outer packaging accompanied by warm-toned accents, as described by the Houston's Style Magazine‍ '​s staff members.[6]

Beyoncé's official perfume 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."[7] According to Steve Mormoris, Senior Vice President of Marketing, Coty Beauty, "This fragrance is inspired by the bright and subtle sensuality that transcends every aspect of Beyoncé's life."[6] Beyoncé commented on the scent's "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."[6]

Promotion and reception

Following the release of Heat Rush, Beyoncé released new candids to promote the fragrance featuring photos of the fragrance itself and of her posing with the bottle.[8] In the visual campaign, which was photographed by professional photographer Michael Thompson, Beyoncé is seen wearing a tangerine-colored dress, with "a hypnotic and mesmerizing gaze".[6] The shoot is set to accentuating Beyoncé's "soft femininity and undeniable sensuality"/[6] After the scent's release, all commercials for Heat were later altered to include Heat Rush‍‍ '​‍s release towards their ends.[2] From January 15, 2011 to February 15, 2011, Seventeen magazine gave away 10,000 free samples of Heat Rush. A sample of the fragrance was given for each copy of the February 2011 issue of the magazine bought.[9] In January 2011, a behind-the-scenes video of the project working sessions for the perfume in Newcastle, England was released.[5]

Houston's Style Magazine‍ '​s staff members 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."[6] They praised how the fragrance "is a golden hue that mimics the brilliant color of the sun".[6] Janell Margaret Hickman of Essence magazine was also positive about the fragrance, commenting "Sometimes we daydream that we could bottle up the essence of Beyonce: Her sexiness, her humility, all that talent... Luckily for us, this month Miss B introduces her latest scent, Beyonce Heat Rush, a warm floral fragrance that oozes sensuality, sophistication and fun. At once sexy and subtle, Heat Rush is the perfect day to evening perfume."[10] Ashley Fodor of Elle magazine put Heat Rush in her list of Best Bold Makeup and Fragrance in January 2010 writing that it "ignites" different notes.[11]

Products

The fragrance's Eau de Toilette product has sparkling top notes of passion fruit, blood orange and Brazilian cherry.[12] The scent is available in four different sizes—[12][13][14]

The scent's accompanying Gold Shimmering Body Cream hydrates skin and leaves a light veil of sparkles.[12] The body cream was sold both separately and included within the scent's original Eau de Toilette, available in one size—[12][13][14]

The scent's Energizing Shower Gel was released exclusively in Europe, in one size—[6]

Following the release of Heat Rush, the fragrance was included in a "Heat Rush Launch Gift Set" which contained 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.[15] Additionally released, a "Chic Gold Tote Bag" was included with any purchase from Beyoncé's fragrance collection.[15] 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.[15]

References

  1. ↑ Naughton, Julie (2010-10-15). "Beyoncé to Launch Heat Rush Scent - Fragrance - Beauty". Women's Wear Daily (Fairchild Fashion Media). Retrieved 2011-09-04.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  3. ↑ 3.0 3.1 3.2 3.3 3.4 "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  4. ↑ Picardi, Phillip (March 2011). "Beyoncé Knowles on Her New Fragrance, Body Image, and Her Upcoming Album". Teen Vogue (Condé Nast Publications). p. 8. ISSN 1540-2215. Retrieved 2013-05-30.
  5. ↑ 5.0 5.1 "Beyonce Reveals New Advertising For Heat Rush Fragrance". Vibe (Vibe Media Inc). 2011-01-18. Retrieved 2013-05-30.
  6. ↑ 6.0 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 "Introducing Beyoncé Heat Rush". Houston Style Magazine. 2010-11-30. Retrieved 2011-09-10.
  7. ↑ "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  8. ↑ "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  9. ↑ "Free sample of Beyoncé's Fragrance Heat Rush - Win Beyonce Perfume". Seventeen (Hearst Corporation). 2011-01-11. Retrieved 2013-05-29.
  10. ↑ Margaret Hickman, Janell (2011-01-29). "Beauty Beat: Beyonce's New Scent, Heat Rush". Essence (Essence Communications). Retrieved 2013-05-27.
  11. ↑ Fodor, Ashley (2010-01-12). "IT List - Best Bold Makeup and Fragrance". Elle (Hachette Filipacchi Médias). p. 5. Retrieved 2013-05-30.
  12. ↑ 12.0 12.1 12.2 12.3 "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.
  13. ↑ 13.0 13.1 "Heat Rush by Beyonce ~ New Fragrances". Fragrantica.com. 2010-10-18. Retrieved 2011-09-04.
  14. ↑ 14.0 14.1 Williams, Tia (2010-10-15). "Beyonce To Launch New Scent, 'Heat Rush'". Essence. Essence Communications. Retrieved 2011-09-04.
  15. ↑ 15.0 15.1 15.2 "Heat Rush | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-07.

External links