Friday, December 18, 2009

Beyonce launches her own perfume

Most A-list female singers from Mariah Carey to Britney Spears to Christina Aguilera has her own fragrance.

So it was only a matter of time before Beyonce Knowles created her own scent.

After years of appearing in perfume advertisements for other designers, the 28-year-old has finally launched her own eau de parfum called Heat.

Sizzling: Beyonce Knowles pulls a seductive pose in a red satin dressing gown in the posters for her first fragrance Heat

Beyonce can currently be seen on screen in the adverts for Emporio Armani Diamonds, and previously starred in commercials for Tommy Hilfiger's True Star fragrance from 2005 until 2006.

Heat, which comes packaged in a red triangular bottle, isn't released in U.S. stores until February 2010, before going international next summer.

In the first posters for the perfume, a scantily-clad Beyonce poses in nothing but a red satin dressing gown under the tagline 'Catch the fever'.

Red hot: A sweaty Beyonce emerges from the steamy bathroom

Hot and bothered: Beyonce enjoys herself in the bath

In the accompanying TV advertisement, Beyonce is see writhing around in the bath before walking away from the bathroom in her revealing kimono.

The star also performs a breathy cover of the 1956 song Fever, which she sang in her 2003 film The Fighting Temptations.

Beyonce told Women's Wear Daily: 'It’s called Heat, so we wanted the ads to be really steamy and dewy.

'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.

Dewy: Beyonce said she feels her most sexy when she's in the bath tub

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.'

The sexy ad was directed by Jake Nava, who also shot Beyonce's videos for Single Ladies (Put A Ring On It), Beautiful Liar and If I Were A Boy.

The perfume is the latest venture in Beyonce's business line.

She already has a fashion line House of Dereon with her stylist mother Tina Knowles, who used to design Destiny's Child co-ordinated costumes.

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