Follow the Scent: Heat: providing Beyoncé with money to burn

In the previous two articles, a better look is given at examples of two of the best performing fragrances in the fragrance market for men as for women. Both fragrances discussed, Dior Homme for the male fragrance market and Chanel N.5 for the market for women, can be considered as one of the best performing fragrances in their market and therefore explaining their way of practicing the marketing mix provides a clear image of how the marketing and branding of fragrances is done.

In the 50 Scent article posted earlier in this blog, one can read that 40% of the market of fragrances for women in the United Kingdom is accounted for by celebrity fragrances. Because of this huge number, and due to the fact that the marketing and branding of a fragrance based solely on one person is different than the regular form of marketing and branding, this article is aimed in providing more information about the marketing of celebrity fragrances. In line with the previous two articles, this will be done by using the theory provided in earlier posted articles and by providing some of the elements of the marketing mix of one of the best performing fragrances in the market, which is in this case: Heat by Beyoncé.

Heat by Beyoncé Knowles

Launched in 2010, Heat was already number three in the list of best-selling celebrity fragrances of that year worldwide, with a total of $21 million in sales, just after Derek Jeter and the unbeatable passed away Elizabeth Taylor, who is the mother of celebrity fragrances with more than an astonishing one billion dollars in sales for her fragrance White Diamonds launched in 1991.

Product

Heat is Beyoncé’s first fragrance and created by Beyoncé herself and Claude Dir and Olivier Gillotin, two perfumers of the company Givaudan, which is the world’s largest manufacturer of flavorings and fragrances.

The fragrance’s main accords are sweet, fruity, musky, floral, amber and almond. Fragrantica describes the fragrance as ‘Top notes of Heat are decorated with red vanilla-orchid, magnolia, neroli and peach. A passionate heart offers honeysuckle, almond and musky cream, while a base finishes with sequoia wood, tonka and amber.’

The specific scent which is created out of all these different notes is supposed to be a representative of Beyoncé. According to Beyoncé herself her wish is that her first fragrance stands for everything that makes her. The fragrance is inspired on her self-confidence, style, character and sex appeal.

According to the very own website of the Beyoncé perfumes, the fragrance is ‘a captivating fragrance that unleashes a spirited fire within. It is a unique expression of a woman's powerful sensuality: sexy, elegant yet feminine with an air of mystery, this fragrance reflects a self-assured woman, who is not afraid to desire and to be desired.’

The sense of passion, sensuality and air of mystery are all conducted in the common used principals used in the packaging of fragrances, which are described in the article How to sell a Fragrance. The colour of the package is dark red, linking to passion, whereas the bottle has a mysterious, organic shape.

The fragrance is bottled in different sizes of bottles, and also delivered as a body lotion, a shower gel and a sparkling body mist and prices vary from €17,- to €25,-, making the fragrance extremely affordable and therefore especially attracting a younger audience.

Promotion

As mentioned earlier, Heat is supposed to be the representation of the person of Beyoncé in a scent. Since this is fairly impossible to do, the promotion of the fragrance should be created in such a way that Beyoncé is actually the personification of the fragrance. In order to do so, the advertisements need to signify the special characteristics of Beyoncé and underlined them in such a way that the fragrance is projecting the image of sexiness, elegance, confidence, desire and mystery.

Heat, Catch the fever. Beyoncé is a powerful icon representing the spirit of the fragrance.

Also, to create a greater brand awareness for the fragrance, a sample of the fragrance was distributed alongside each copy of some of Beyoncé’s live albums as well as alongside the copies of the February 2011 issue of Seventeen Magazine in the US.

Commercial for the fragrance, which was being banned in the UK for daytime TV rotation due to its ‘sexy imagery’.

Place

The fragrance is being sold on the internet in online stores of international chains of perfumeries, but also in the stores of chains such as Walmart, Target and Kohl’s. With choosing these distribution channels, the fragrance is available for a huge amount of potential consumers and especially targeting a younger segment. Therefore, Heat can be seen as a masstige product which enables young women to experience in some way the self-confidence, style, character and sex appeal which Beyoncé is representing.