Beyonc\u00e9 Knowles has lit a media bonfire around the launch of her first fragrance. Fueled by Sunday evening appearances on \u201c60 Minutes\u201d and the 52nd Annual Grammy Awards \u2014 where Knowles picked up a record six awards, making her the most celebrated female artist at a single Grammys \u2014 the media swelter thrown around by Beyonc\u00e9 Heat, the entertainer\u2019s debut fragrance, will be felt well beyond this week. The entertainer will make an appearance at Macy\u2019s Herald Square at 5 p.m. Wednesday. She is due to appear on the \u201cToday\u201d show Friday and on \u201cThe Tyra Banks Show\u201d Feb. 15.<\/p>\n
But the main onslaught is scheduled for tonight, when Knowles\u2019 fragrance licensee, Coty Inc., will illuminate much of Union Square Park with flickering projections of flames, steam and fog onto trees and the outside of 15 Union Square, where the launch party will be held. The building is the site of the original Tiffany\u2019s and is being renovated. On the building\u2019s spa level, Coty chief executive officer Bernd Beetz will make the main fragrance presentation, followed by Stephen Mormoris, senior vice president of global beauty in the Coty Beauty division, who will unveil the advertising. His presentation is expected to culminate with the star herself appearing out of the advertising.<\/p>\n
<\/span> Knowles will not lack for company. The guest list includes husband Jay-Z and friends Usher, Kanye West, Michelle Williams of Destiny\u2019s Child, Iman, David Bowie, Mary J. Blige and Alicia Keys. Journalists, expected to number 120, have been invited from 40 countries.<\/p>\n On Wednesday afternoon, Macy\u2019s is preparing to do some business even before Knowles makes her appearance. According to the plan, the first customers to purchase the Beyonc\u00e9 Heat three-piece fragrance set for $122 will be given the chance to meet and pose for a photo with Knowles. Neither Coty nor the Knowles organization would talk numbers, but according to industry sources, 100,000 units of open stock have been shipped into the chain with 100,000 kits to make gift sets. Although the official launch was Monday, Macy\u2019s started selling the fragrance two weeks ago, and it reportedly hit number one inside the chain.<\/p>\n Knowles can\u2019t wait for her fans to get their hands on her scent. \u201cI\u2019m so happy with it,\u201d she said in December during an exclusive interview with WWD. \u201cI\u2019ve been working on it for a while now. I was on tour for a year, and I have meet-and-greets with fans. I\u2019ve never in my life gotten so many compliments. Coty has their own testing, but that was my testing! The fans loved it. They were like, \u2018I love that, I\u2019m getting that, why isn\u2019t it out right now? I need it!\u2019<\/p>\n \u201cThis was my first time starting from scratch, although I\u2019ve worked with a few other fragrance projects,\u201d said Knowles, who has also been the face of Tommy Hilfiger\u2019s True Star and Giorgio Armani\u2019s Diamonds. \u201cEverything from the bottle design to the name and the ideas for the commercials \u2014 that\u2019s me. When I commit to something, I do it 100 percent, and I\u2019ve never had [creative control over a fragrance] until this project. I learned a lot of great things from the past \u2014 but I always asked myself, \u2018If I could have my own scent, what would it be?\u2019 I wasn\u2019t worried about deadlines. It could have taken me three, four, however many years \u2014 this was my first fragrance, and I wanted to make sure that it was something I would love forever.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Beyonc\u00e9 Knowles has lit a media bonfire around the launch of her first fragrance. Fueled by Sunday evening appearances on \u201c60 Minutes\u201d and the 52nd Annual Grammy Awards \u2014 where Knowles picked up a record six awards, making her the most celebrated female artist at a single Grammys \u2014 the media swelter thrown around by […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-266417","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/266417","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=266417"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/266417\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=266417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=266417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=266417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nAn after party is scheduled to follow upstairs with various aspects of the fragrance projects being discussed and dramatized in different rooms. Photographer Michael Thompson and Trey Laird will talk about the ad campaign in one room, while perfumers Claude Dir and Olivier Gillotin of Givaudan will talk about the fragrance in another. Packaging designer Lutz Hermann will discuss the bottle design in another room decorated with flacons, which will be bathed in red light. But the heart of the heat wave is expected to swell out of the fourth room, where Knowles\u2019 sister, Solange, will be DJing.<\/p>\n