Beyoncé’s First Scent “Heat” Launch

Both TV and print advertising — with the tag line “Catch the Fever” — will accompany Beyoncé Heat’s launch. “It’s called Heat, so we wanted the ads to be really steamy and dewy,” said Knowles. “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. 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 TV ad was directed by Jake Nava, who also shot Knowles’ videos “Single Ladies (Put a Ring on It),” “If I Were a Boy” and “Beautiful Liar.”   Print advertising, shot by Michael Thompson, depicts a sultry Knowles in the same dress worn in the TV campaign. The ad, which will be available as single- and double-page spreads, will begin running in February fashion, beauty and lifestyle magazines.

While executives declined to discuss advertising and promotional spending, industry sources estimated that Coty Beauty would spend at least $20 million on advertising and promotion in Beyoncé Heat’s first year on counter. About 70 percent of that figure is expected to be in media spending, with the overwhelming majority of it to be spent on TV ads. As well, the brand is targeting at least 40 million scented impressions.

An intensive Internet campaign is planned, noted Jerôme Dujoux, global marketing director, fragrance division, for Coty Beauty.   A teaser Web site, Readytocatchthefever.com, goes live today, with an e-blast to Knowles’ fans on Facebook and MySpace. A unique Facebook application, How Hot Are You?, rates a user’s profile on its “Fever Meter.” It is designed to allow potential purchasers to see just how sizzling — or fizzling, as the case may be — they are.   Source: The Fashion Spot