Beyoncé Pulse
| Beyoncé Pulse | |
|---|---|
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| Fragrance by Beyoncé | |
| Type | Women's fragrance |
| Released | September 2011 |
| Label | Bruno Jovanovic and Loc Dong of International Flavors & Fragrances (IFF) |
| 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.
Beyoncé Pulse follows Knowles' scents Heat (2010) and Heat Rush (2011). Knowles first revealed Beyoncé Pulse in an exclusive interview with Elle magazine on June 25, 2011. 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." It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid. 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.
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." 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." Beyoncé Pulse was inspired by her alter ego, Sasha Fierce which she used during the I Am... Sasha Fierce era. 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. During her interview with Elle magazine, Knowles compared Beyoncé Pulse to her previous scents and stated how she discovered similarities between music and perfume:
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