Beyoncé Heat The Mrs. Carter Show World Tour, was launched earlier this year and has been sampled at all of her North American shows. “We always talk about bringing entertainment to retail,” said Marsha Brooks, vice president of global marketing, fragrances, for Coty Beauty. “With this scent, we brought retail to entertainment.” Brooks noted that in addition to the tour distribution, the tour fragrance will be sold in retail doors in the U.S., Australia, Ireland and the U.K. As well, she noted, the entertainer’s Beyoncé ParfumsFacebook page boasts more than 350,000 fans.
Mormoris noted that a new pillar fragrance is in development for a 2014 launch, but declined to discuss details.
Choosing to do a limited-edition fragrance for a tour isn’t the norm, but Beyoncé’s fans have reacted very favorably, noted Lee Anne Callahan-Longo, general manager of Parkwood Entertainment. Callahan-Longo oversees vision and execution for the entertainer’s brands. “Beyoncé doesn’t want to be a celebrity fragrance line. The main interest in this is not pushing out a new fragrance every year. The main point of this is Beyoncé would like to have a parfum house. That’s why we’ve always tried to crack the code of being part of the list of top-selling prestige perfumes, not just celebrity [scents]. She wants these to be long-lastin
g and your favorite fragrance — not just your favorite fragrance this year.”