Mrs. Carter has announced the launch of "Rise" as her third fragrance pillar that follows behind "Heat" and "Pulse" to give fans a whiff of absolute power.
"The fragrance concept is about female empowerment and finding the inner strength that makes women so beautiful," said Coty Beauty's VP of global marketing Marsha Brooks. She says Beyoncé's latest scent is another effort to share her extraordinary experience with her fans.
"We're getting a little bit more intimate and personal with this next initiative we are doing," Brooks said. The fragrance is described as an "intoxicating, addictive luminous floral" with notes of sweet golden apricot, Italian bergamot, jasmine and orchids.
Rise will be backed by an ad campaign that reportedly includes a video, along with 15- and 30-second television commercials. Smells like a winner!
(Photos from left: Larry Busacca/PW/WireImage, Courtesy Beyonce Parfums/ WWD)