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July 29 2014

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The Heat Is On

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If you missed the fog show we told you would take over Union Square last night for the launch of Beyoncé’s new fragrance Heat, that was our bad. Turns out, all of the fanfare took place inside the old Tiffany’s building on 15th Street, although the exterior of the revamped event space was indeed glowing red. Scented smoke filled a makeshift conference room where journalists from all corners of the globe gathered to witness the premiere of eau de Sasha Fierce, which marketing execs on hand contended will be “the biggest launch in the history of celebrity fragrance.” (After only six days on the counter at Macy’s, Heat is already the number one selling perfume in the store.) The juice itself is both sensual and fiery, but also sweet, “like my mother’s candied yams,” a radiant Beyoncé said when she finally emerged in front of the crowd, microphone in hand and metallic red Minx on her finger nails, to discuss her first olfactory creation. “Every little detail is very personal, so I’m very proud of it,” she continued, explaining that she drew from her first memories of her mother, whose perfume lingered in a room long after the clickety-clack of her heels passed through. Citing originality, strength, and confidence as the elements she wanted to express through her scent, the six-Grammys-in-one-night phenom added one more thing: “It was very important to me that men liked this because I want a lot of women to be able to wear it and take over a room.” Our s.o. was indeed very taken with the flacon when we brought it home after enjoying a few flutes of Champagne and some quality dance jams courtesy of Beyoncé’s little sis Solange on the decks. “This smells pretty good. Like bubblegum, then like outside,” he said, by which we can only assume he meant its top notes of blush peach and a dry down of giant sequoia milkwood. He’ll most likely enjoy the steamy ad images as well, which include a racy commercial in which a sexed-up Beyoncé whispers, “Catch the fever,” as her rendition of the popular Peggy Lee song fades out in the background. Consider it caught.

Photo: Dimitrios Kambouris / Getty Images

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