Beyoncé is getting real. While her last fragrance, Pulse, was meant to reflect her captivating stage persona, fragrance number three is all about showing the true Beyoncé, a concept that probably not-coincidentally ties in with her new self-titled album.
The fragrance, called Rise, is about “female empowerment and finding the inner strength that makes women so beautiful,” Marsha Brooks, vice president of global marketing for fragrances in the Coty Beauty division of Coty Inc., told WWD. It’s also about “overcoming adversity and rising above it all.” Because Beyoncé has had it so tough. Just kidding — everyone has their own struggles, right? “The spirit of RISE encourages women to be all that we are,” said Beyoncé in a statement.
It’s also described as “intoxicating, addictive luminous floral.”
In addition to helping its wearers rise above adversity, the fragrance is perhaps even more likely to make Beyoncé and Coty a whole lot of money. The singer’s first fragrance, Heat, broke a Macy’s sales record with $75,000 in sales in one day. Altogether, her fragrance business has generated $400 million in retail sales. And according to WWD, industry insiders estimate Rise could hit $25 million in its first year. Coty plans to promote the fragrance with a commercial directed by Jake Nava, who’s directed several of Beyoncé’s music videos, including some featured in Beyoncé — as well as through Facebook, where Bey has almost 54 million followers.
Rise is set to hit counters at the beginning of February and is priced affordably, ranging from $19.99 for a half-ounce bottle, to $59 for a 3.4 ounce bottle.