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Beyoncé Touts Fragrance at Macy's, Union Square

Beyoncé Knowles lit up Union Square Park in celebration of her new Coty fragrance, Beyoncé Heat.

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Beyoncé

Photo By Kristen Somody Whalen

Beyoncé Knowles has taken New York by storm this week with fetes for her first fragrance, Beyoncé Heat.

On Wednesday, the multi-Grammy Award-winning star stepped onto a stage at Macy’s Herald Square to the screams of 500 customers — and many more gawkers — who each purchased a $122 set of the scent. Macy’s did not break out figures, but industry sources estimated the fragrance generated $60,000 in sales at the flagship in one day.

Terry Lundgren, president, chairman and chief executive officer of Macy’s Inc., said the scent has the potential to be Macy’s number-one fragrance for the year, and was already number one without advertising.

“You can tell the potential of a celebrity fragrance brand in its first few days in store,” Lundgren said. “This is off-the-chart.”

The appearance was preceded Tuesday night by the launch of the fragrance for journalists, which was held in a private apartment in Union Square.

The party then moved upstairs, where Knowles was joined by the likes of Usher, former Destiny’s Child bandmate Michelle Williams, branding impresario Steve Stoute and her husband, Shawn “Jay-Z” Carter. View images from the Union Square event>>

Hundreds of fans, kept behind police barricades, waited hours in the snow to catch a glimpse of Knowles and company.

“I am so happy to be living in this moment,” an exuberant Knowles, clad in a short, fitted red Marc Bouwer dress and Lorraine Schwartz rubies and diamonds, told WWD. Reflecting on Sunday’s Grammys, where she picked up six trophies — making her the most decorated female singer at a single Grammys in the awards’ history — she said, “I was so overwhelmed when I won the sixth Grammy, I didn’t know what to do except run off the stage and cry, so that’s what I did,” she said with a laugh.

Knowles’ mother — and House of Deréon cohort — Tina Knowles noted the fashion label has just signed a bedding license.

“This scent is going to be at least as large as J.Lo,” said Bernd Beetz, chief executive officer of Coty Inc. While he declined to reveal exact sales projections, that would mean worldwide sales of at least $100 million at retail in the scent’s first 12 months on counter. The prospects for a global success are highly positive in the view of Renato Semerari, president of Coty Beauty. He noted that, in the first wave, the fragrance will be rolled out to about 20,000 department stores worldwide by yearend. Once distribution has filtered down to drugstores, including Super Drug in the U.K., the door count will blossom to 100,000 stores globally by next year.

Breaking down the prospects, Semerari said the U.K. and Germany will be very strong. France, which seems to have an ambivalence to American celebrity fragrances, is expected to be more difficult. However, he asserted that he thinks Knowles will be the exception to the rule because, as he said, “she is not just an American celebrity, but a global celebrity.”

 

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