Beyoncé
Online

Coty Beauty, a leading global beauty company, announced today the launch of the highly anticipated newest scent in the Beyonce Parfums portfolio – Beyonce Pulse. Debuting in September 2011, Pulse will join the globally successful Heat and Heat Rush collections. Reflective of Beyonce's incredible energy and powerful femininity, the fresh notes in Beyonce Pulse intermingle to create a unique citrus, floral gourmand, anchored by Beyonce's favorite flower, the orchid. "I believe my music makes women feel strong, and Pulse is all about finding that power inside," said Beyonce about the inspiration behind her newest fragrance. The launch of Pulse will be supported with substantial global integrated sales and marketing activity including a dynamic print and TV ad campaign starring Beyonce, to be featured in over 60 countries. Additionally, social media and online programs will speak to Beyonce's robust global fan base via e-commerce, Twitter and Facebook. Pulse TV ads will begin airing August 2011. "We are excited to follow the success of Beyonce Heat and Heat Rush with the launch of Pulse, sure to be another star fragrance for Beyonce Parfums," said Steve Mormoris, Senior Vice President, Coty Beauty. "Like Beyonce herself, Beyonce Pulse is powerful, feminine and one-of-a-kind. The woman who wears Beyonce Pulse is impossible to ignore." 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 Mormoris. "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 Beyonce Pulse Collection will be available September 2011 at select perfumery chains and fine department stores across the globe.