The only direction for Beyoncé Knowles aka Mrs. Carter, seems to be up! As she proved with the start of a sweet New Year!
Up on her musical game having dropped a surprise visual album last year, Queen Bey is keeping the positive momentum going by upping her cachet in the fragrance game as well with “Rise,” her ninth scent since she entered the marketplace in 2010.
According to Women’s Wear Daily, Beyoncé became embroiled in a fierce trademark infringement case with American apparel chain Abercrombie & Fitch over a potential product name. The 2009 lawsuit forced her to re-name a perfume developed through Coty Inc. that reportedly was to be named for the pop diva’s alter ego Sasha Fierce.
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Coty Counters Allegations in Release
Bey, whom personifies her alter ego in heated stage performances, purportedly needed to change the moniker of choice for her proposed perfume before it was set to debut. In response to the litigation charges Coty execs stated in a release that “the terms ‘fierce’ and ‘Sasha Fierce’ [were] not being used as names of a Beyoncé fragrance,” and therefore wouldn’t pose a threat to Abercrombie’s product.
Despite this, WWD recounted further action taken by the clothing company following the suit, included issuance of an immediate cease and desist order to prevent use of the word fierce in the naming of the proposed fragrance, which A&F Inc. claimed would cause “confusion” with its men’s cologne “Fierce.”
Beyoncé, who’s lent her name recognition to past scents including Tommy Hilfiger’s “True Star” and “Emporio Armani Diamonds” prior to creation of her own, stated that “working with Coty, [she] was able to turn [her] ideal fragrance into reality by creating an alluring and sophisticated fragrance; one that’s reflective of [her] inner power.”
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While the unflappable star may have taken some heat, she showed them that she really knows how to bring the heat! Not only did she rebound, but she capitalized on her considerable star power and upped the ante, launching “Beyoncé Heat!” And having consecutively introduced at least one new scent or extended her existing fragrance lines every year for the last four years, she’s also become the Queen of Celeb Perfumes!
Expected to Ignite Saturated Market
The scent was expected to re-ignite what was said to be an overly saturated celebrity-endorsed perfume market, the fragrance maker is credited with starting in 2002, for which an economic slump was forecasted.
And with the sweet smell of success in the air, the fiercely popular celeb’s marketability is sure to rise even higher, if that’s possible? Encompassing musical performance, acting and fashion – this triple-threat Grammy Award-winning singer, actress and fashionista’s brand will continue to expand – with her latest competing scent.
As for the parfums, you’ll have to sniff them out at the perfume counter of your local mall.
There are many more fragrances and colognes by numerous celebs that are much too extensive to mention.
Also by this Contributor:
Has Beyonce Gotten Too Hot for the Stage?
Celebs Who have Leveraged Star Power and Talent into Multiple Careers
Is Kardashian/Jenner Machine Running Out of Steam?