Beyoncé Pulse

Beyoncé Pulse
Fragrance by Beyoncé
Type Women's fragrance
Released September 2011[1]
Label Bruno Jovanovic and Loc Dong of International Flavors & Fragrances (IFF)[2]
Tagline Feel the Power
Predecessor Heat Rush
Website Official Website

Beyoncé Pulse is the third women's fragrance created and endorsed by Beyoncé, with Bruno Jovanovic and Loc Dong of IFF. The ad's tagline is "Feel the Power." Beyoncé Pulse comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton, inspired by Knowles' fashion during stage performances. It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid.

The commercial for the fragrance was directed by Jake Nava, and features the instrumental of Knowles' lead single "Run the World (Girls)" from her album 4. Photographer Lionel Gasperini photographed the scents printing advertisements.

Conception

Development

Beyoncé Pulse follows Knowles' scents Heat (2010) and Heat Rush (2011).[3] Knowles first revealed Beyoncé Pulse in an exclusive interview with Elle magazine on June 25, 2011.[4] She started by giving a hint at the motive behind Beyoncé Pulse, stating: "Women always tell me that my music makes them feel strong and confident and Beyoncé Pulse is about finding that inner power."[4] It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid.[5] According to Knowles' official parfum website, Beyoncé Pulse possesses "an energy unlike any other. It moves through you, around you. Never fading as it surges, pulsates and electrifies. The woman who wears Beyoncé Pulse is impossible to ignore, exuding sensuality and strength.[6]

Knowles put time into developing the scent, getting feedback from friends and family including her husband Jay-Z. She told Access Hollywood: "I wear it, I live with it for about six months, and we tweak. I make sure I get my compliments from everyone—from my fans to my husband."[7] According to Knowles, the scent is made to help women feel empowered, and a fragrance is an important accessory: "When you feel good, when you look good, when you smell good, when you're fresh, it makes you feel so confident. You feel that much more sexy when you know that you're going to leave a lasting impression."[4] Beyoncé Pulse was inspired by her alter ego, Sasha Fierce which she used during the I Am... Sasha Fierce era.[3] Knowles also told People magazine that Beyoncé Pulse is a fragrance that women can wear all the time. She added loves the idea of "a signature scent" that lets a woman "leave her mark wherever she goes", and that is the reason for which she always tries to make her scents appropriate for any occasion.[8] During her interview with Elle magazine, Knowles compared Beyoncé Pulse to her previous scents and stated how she discovered similarities between music and perfume:

Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power. Pulse represents the woman I am on stage. 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. [...] I'm learning that they're very similar! Figuring out the ingredients in a fragrance that complement each other is no different than trying to figure out the combination of melody and lyrics for a song—it's just as difficult. Both are something that take a lot of hard work. You need to have a strong opinion and know exactly what you want. I use my instincts from writing songs and coming up with videos—all of the things that have developed my taste level—and apply them toward making a fragrance.[4][9]

Packaging and scent

The fragrance comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton.[8] The bottle is topped by a chrome cap, which was inspired by Knowles' stage costumes, as she states "I love [that] because it incorporates fashion into the overall design."[8] The scents' packaging states "Resembling a luminous crystal, the tactile bottle seems otherworldly, as if encasing an as-yet-discovered, carefully guarded energy source of precious reserves. The Beyoncé Pulse holographic carton shimmers and shines in shades of blue and silver, radiating light and power, as if bursting from the edge of the universe."[2] Reflective of Knowles' incredible energy and powerful femininity, the fresh notes in Beyoncé Pulse intermingle to create a unique citrus, floral gourmand, anchored by Knowles' favorite flower, the orchid.[10] The fragrances top notes sparkle of fresh pear blossom, effervescent blue Curaçao accord and frosted bergamot.[10] The scents heart notes feature sophisticated floral heat of enticing bluebird orchid, delicate peony and fragrant midnight blooming jasmine.[10] The scent finishes in its base notes with dry-down of warm, opulent Madagascar vanilla, seductive musk and sensual precious woods.[10]

Promotion

Knowles in the TV commercial for Beyoncé Pulse, directed by Jake Nava.

A commercial for the fragrance was shot and directed by Jake Nava, who additionally shot the commercial campaign for Beyoncé Pulse.[5] The commercial is 15-seconds long and it features Knowles in a metallic gown walking through a myriad of lights, as the instrumental to her single "Run the World (Girls)" (2011) plays in the background.[5] It was revealed in a behind the scenes look at the fragrances commercial that Knowles wore 6-inch studded Christian Louboutin pumps for the shoot.[11][12] For the video shoot, Knowles was styled by Elle magazine's creative director, Joe Zee.[11] In a behind the scenes look during the making of the commercial, She described the shoot as an "incredible experience" and the set of the fragrances commercial as "energetic" and "magnetic", adding that "the sets' feminism adds to what the fragrance represents."[12] Hans Dorsinville, the video's creative director, revealed that they used the metaphor of "energy" to construct an electric world that is ignited by everything Knowles touches, which was mainly inspired by Knowles' performance, as he states "She gets on stage and all of a sudden the energy level goes up."[12] The video closes with Knowles stating, "The Pulse campaign is ultra sexy and totally unique. I can't wait for my fans to see it!"[12]

The fragrance was followed by printing advertisements which were photographed by photographer Lionel Gasperini.[8] On Wednesday, July 27, 2011, Macy's Downtown Brooklyn in New York City hosted an exclusive event in celebration of Knowles' Beyoncé Pulse, where fans could enjoy a DJ playing songs by Knowles, free snacks, and Knowles-inspired mini-makeovers.[13] Fans who attended the event were also available to purchase the scent months prior to its official release.[13] Prior to releasing Beyoncé Pulse, Knowles appeared on multiple televised programs to promote the fragrance.[14] The first televised interview for the fragrance was on The View and the second was on Access Hollywood on July 28, 2011 and August 18, 2011, respectively.[14] On September 21, 2011, Knowles launched of Beyoncé Pulse at PH-D at Dream Downtown in New York City.[15] The following day, the fragrance was also launched at Macy's Herald Square in New York City itself. On that occasion, Knowles greeted and took photos with the first 500 people who purchased the fragrance set.[7] The same day, Knowles was also interview by the Associated Press, to whom she explained what makes Beyoncé Pulse different form other fragrances:

[Pulse] is very fresh. This is all about citrus, but it also has vanilla in the back. It is important for me for a fragrance not to just smell like one thing. I think women are interesting and I don't like for you to be like, 'Ok, this smells like this.' I like for it to be something signature and something that brings out your inner beauty and your confidence and makes you feel like you leave a long-lasting impression on someone.[16]

Reception

Rap-Up described the scent as "electric".[5] Nakisha Williams of Black Entertainment Television complimented the fragrance, stating "even though the fragrance is being billed as 'powerful' and 'electrifying,' it comes off as a crisp citrusy-floral scent that doesn't overpower."[17] At the 2011 International Hologram Manufacturers Association's (IHMA) Awards, Beyoncé Pulse won in the category for "Best Applied Decorative Product".[18] The perfume was nominated in the categories for "Fragrance of the Year", "Best Packaging of the Year" and "Consumer Choice Award" at the 2012 FiFi Awards which were presented on May 21, 2012.[19][20]

Products

Pulse Summer Edition

Pulse Summer Edition is the follow-up to Beyoncé Pulse. It was released in March 2012, two months after Knowles gave birth to her daughter, Blue Ivy Carter, in January of the same year. The summary for the fragrance is, "Life is a flirt. Love is a game. The sky is your limit. Beyoncé Pulse Summer Edition gives you a burst of the inexplicable energy you feel during the Summer. It will leave you feeling great, ready to conquer anything, as if nothing and no one could ever resist you."[21] Its composition is floral – fruity with fresh sparkling top notes and creamy base. The top notes include icy mandarin, pear and pink pepper. The heart is exotic and floral, featuring ginger orchid, jasmine and orange blossom.[22] The creamy base is composed of sapphire woods, musk and benzoin.[22] The fragrance is available as 50 and 100 ml Eau de Parfum.[23] It comes in a turquoise and pink bottle which features an inverted chrome cap that was inspired by Knowles' stage costumes.[24][25] According to a press release, it was designed to "capture the essence of a playful, sun-drenched summer day" and was inspired by Knowles' "infectious and positive energy".[25]

Nathalie Atkinson of The National Post held a sniff test for Knowles' Pulse Summer Edition to assess the different scents picked up by people of the opposite sex.[26] Cosmetics editor Dave Lackie, who was asked to be the male participant of the scent, graded it with one-and-a-half stars out of four and commented, "When I spray this scent all I smell is lemon. Lots and lots of lemon. Turns out it is a note called icy mandarin. Five minutes later, I still smell the lemon, but that's joined with orange flower. There's an underlying sweetness to this that is a little off-putting. The dry-down is Beyonce's trademark creamy musk. If you like Beyonce, still with her first scent. It's the best of the lot."[26] Atkinson, the female participant, graded it with one star out of four and said, "When life hands you lemons, make Kool-Aid. Or this spritz. It's a pitcher of ade made by enterprising youngsters on a hot summer's day: made from drink crystals and served from a stand at the foot of the driveway. Accordingly, there's a lot of sugar stirred in that hasn't quite dissolved, and probably won't. Which is why you buy a 25-cent glass to be kind, but only pretend to take a sip."[26] Marianne Mychaskiw of InStyle magazine described the perfume as a "flirty take on the original version".[27] HollywoodLife's Jennifer Tzeses praised the perfume, describing it as a "light, playful scent".[24] She also added that "[the] scent captures the feel of a happy, sun-filled summer day... 'Beyoncé Pulse Summer Edition' echoes the same sensual feel of its predecessor... but is a lighter and fresher version."[24] A writer of People also agreed that the perfume was similar with its predecessor, but had a "little lighter" scent.[25]

Pulse NYC

Pulse NYC is the third follow-up from Beyoncé Pulse. The Fragrance was released in 2013, the name is an honour to world capital, New York and is a novelty in line of fragrances by Knowles. The fragrance is described as "When two icons come together, a spectacular pulse ignites. Legendary glamour and sky high sophistication create a light the world lives to see. Sexy. Electric. Fierce. Beyoncé Pulse NYC is Beyoncé's olfactive expression of her favorite city. The woman who wears it instantly feels sexy and empowered...and ready to conquer anything" on the official perfume website. The top notes incorporate a passionate fruity cocktail of raspberries, pears and pomegranate decorated with delicate notes of Arabic jasmine and peony flowers. The heart includes orchids growing and blooming in the center of the city even in hard conditions and are Beyonces favorite flowers. Base of the composition offers a gourmand blend of dessert of velvety cupcakes and warm, seductive patchouli.

Beyonce Pulse NYC is available in flacons shaped like previous editions Pulse and Pulse Summer Edition as 15, 30, 50ml and 100ml eau de parfum. Deodorant spray 150ml is also available. Pulse NYC was launched in 2013.

See also

References

  1. ↑ Wilson, Julee (August 19, 2011). "Sneak Peek: Beyonce's Pulse Fragrance Commercial (VIDEO)". The Huffington Post. Retrieved September 10, 2011.
  2. 1 2 Coulet, Emily (August 26, 2011). "Inspired By Beyonce's New Scent: Stop Buying Celebrity Perfumes". Philadelphia. Metrocorp. Retrieved September 11, 2011.
  3. 1 2 "Beyonce: My New Perfume Was Inspired by Sasha Fierce!". Yahoo! Movies. Yahoo!. September 23, 2011. Retrieved September 23, 2011.
  4. 1 2 3 4 Johnson, Janna (June 15, 2011). "ELLE Exclusive: Beyoncé's New Scent". Elle. Hachette Filipacchi Médias. Retrieved September 10, 2011.
  5. 1 2 3 4 "Beyoncé Feels the Power in Pulse Commercial [Video]". Rap-Up. Devin Lazerine. August 18, 2011. Retrieved September 10, 2011.
  6. ↑ "Beyoncé Pulse: Feel the Power". Beyonceparfums.com. Retrieved September 10, 2011.
  7. 1 2 "Beyoncé is White-Hot at Macy's Fragrance Launch". Rap-Up. Devin Lazerine. 2011-09-22. Retrieved 2011-09-23.
  8. 1 2 3 4 "Beyonce New Perfume Pulse". People (Style Watch). Time Inc. June 16, 2011. Retrieved September 10, 2011.
  9. ↑ "Watch the commercial for Beyoncé's Pulse fragrance – Fashion, Life & Style". The Independent. London: Independent Print Limited. August 22, 2011. Retrieved September 11, 2011.
  10. 1 2 3 4 "Beyoncé Pulse: Fragrance". Beyonceparfums.com. Retrieved 2011-09-10.
  11. 1 2 "Beyonce Raises Your Pulse In New Ad Campaign (BTS VIDEO)". Global Grind. 2011-09-01. Retrieved 2011-09-11.
  12. 1 2 3 4 "Beyonce Takes Fans Behind The Scenes On The Set Of Her 'Pulse' Fragrance Commercial " MTV Buzzworthy Blog". Buzzworthy.mtv.com. 2011-09-02. Retrieved 2011-09-11.
  13. 1 2 Magazine, Seventeen (2011-07-26). "Macy's Brooklyn Downtown – Exclusive Beyoncé Pulse Event". Seventeen. Retrieved 2011-09-11.
  14. 1 2 "Pulse | Beyoncé Parfums". Beyonceparfums.com. Retrieved 2011-09-10.
  15. ↑ "Beyoncé Electrifies at Pulse Fragrance Launch". Rap-Up. Devin Lazerine. 2011-09-21. Retrieved 2011-09-23.
  16. ↑ Quarles, Alicia (2011-09-22). "Beyonce discusses pregnancy and her new fragrance". Yahoo!. Retrieved 2011-09-23.
  17. ↑ Williams, Nakisha. "Beyoncé Wants to Get Your "Pulse" Rising | News". BET. Retrieved 2011-09-10.
  18. ↑ "Sweet smell of success for Beyoncé". International Hologram Manufacturers Association (IHMA). Archived from the original on 2012-04-20. Retrieved 2012-07-08.
  19. ↑ "Beyoncé Pulse Is a Top 5 Fifi Finalist". Beyonce.com. Parkwood Entertainment. 2012-04-28. Retrieved 2012-04-29.
  20. ↑ Sources confirming the nominations of the perfume at the 2012 Fifi Awards.
  21. ↑ "Pulse Summer Edition". Beyonceparfums.com. Archived from the original on March 29, 2013. Retrieved March 21, 2013.
  22. 1 2 "Pulse Summer Edition – Fragrance". Beyonceparfums.com. Archived from the original on March 30, 2013. Retrieved March 21, 2013.
  23. ↑ "Pulse Summer Edition – Products". Beyonceparfums.com. Archived from the original on March 30, 2013. Retrieved March 21, 2013.
  24. 1 2 3 Tzeses, Jennifer (April 16, 2012). "Beyoncé Launches Sweet New Scent: 'Beyoncé Pulse Summer Edition'". HollywoodLife. PMC. Retrieved March 22, 2013.
  25. 1 2 3 "Beyoncé Launches a Sweeter Scent for Summer". People (Style Watch). Time Inc. March 23, 2012. Retrieved March 22, 2013.
  26. 1 2 3 Atkinson, Nathalie (May 31, 2012). "Sniff Test: Beyoncé Pulse Summer Edition". National Post. Postmedia Network. Archived from the original on August 1, 2012. Retrieved March 22, 2013.
  27. ↑ Mychaskiw, Marianne (March 16, 2012). "Beyonce Just Launched Another Perfume, Pulse Summer Edition". InStyle. Time Inc. Retrieved March 22, 2013.
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