Beyonce Adds Pulse to Her Perfume Portfolio


After a year on hiatus, Beyoncé is busier than ever.

Gearing up to launch her fourth solo album entitled 4, immediately followed by yet another world tour, the 1 + 1 singer is set to turn up the heat (pun intended) on her range of fragrances. After the phenomenal success of Heat and Heat Rush, next up is Pulse.

“I believe my music makes women feel strong, and Pulse is all about finding that power inside,” says Knowles to WWD. The citrus floral scent heavily features a base note of bluebird orchid, Knowles' favorite flower. As for the packaging, Knowles adds this: “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.”

Look for Coty Beauty's Pulse on perfume shelves this September, along with digital, print, and TV adverts, which was directed by Jake Nava, the mastermind behind the music videos for the superstar's hit singles, Crazy in Love and Single Ladies.