Rise (perfume)

Rise (also known as Beyoncé Rise) is a perfume endorsed by Beyoncé and distributed through division Coty Beauty of manufacturer Coty, Inc. She collaborated with perfumer Loc Dong from the company International Flavors & Fragrances (IFF) for creating the scent. It marks her third fragrance following the release of Heat (2010) and Pulse (2011). Inspired by African-American author Maya Angelou and meant to showcase private sides of Beyoncé's personal life, Rise was created as a woman's fragrance.

Rise
Fragrance by Beyoncé
TypeWomen's fragrance
Released2014
LabelCoty, Inc.
PredecessorHeat: The Mrs. Carter Show World Tour
SuccessorHeat: Heat Wild Orchid
WebsiteOfficial Website

It was released in February 2014 to various stores; a promotional poster and a commercial shot by English music video director Jake Nava were released the same month with the latter featuring Beyoncé surrounded by golden glitter. Upon their release, the perfume and the commercial were positively received by critics with Rise's various scents and its feminist inspiration being particularly hailed. Rise features top notes of Italian bergamot orange, golden apricot and a basil sorbet middle notes of gold symphony orchid freesia blossom and jasminum sambac and base notes of autumn woods accord, cashmere musk and a vetiver extract.

Background

Beyoncé announced the release of her first fragrance Heat in December 2009 after she had previously worked with Tommy Hilfiger on True Star and with Giorgio Armani on Diamonds for which she also appeared in several promotional campaigns.[1][2] Heat, released on February 3, 2010, was followed by six additional releases of the same line with various scent changes. It went on to become one of the three best-selling fragrances of all time with $400 million earned at retail globally.[3] A new line of perfumes titled Pulse followed in September 2011 and included several additional releases.[4] The perfume was meant to showcase the singer's persona and energy while performing live on stage during her concerts.[5]

On December 12, 2013, it was reported by MTV that beauty and lifestyle editor Jess Torres of the magazine Siempre Mujer was offered a glimpse of Beyoncé's new perfume called Rise.[6] On December 20, 2013, it was officially announced by fashion magazine Women's Wear Daily that she would release her third line of perfumes titled Rise in early 2014.[7][8] Perfumer Loc Dong of International Flavors & Fragrances (IFF) served as a collaborator with Beyoncé.[9] The perfume was influenced by Beyoncé's autobiographical HBO documentary Life Is But a Dream (2013); both Rise and the film showcase the singer's personal sides including "inner strength, overcoming adversity, and what it really means to be a woman".[7]

Conception

Marsha Brooks, a vice president of global marketing for Coty Beauty, a division of Coty, Inc. responsible for Beyoncé's fragrance business, said in an interview that Rise was meant to leave a "strong sense of 'overcoming adversity and rising above it all.'"[5][10] She added, "The fragrance concept is about female empowerment and finding the inner strength that makes women so beautiful... We're getting a little bit more intimate and personal with this next initiative we are doing. The time has come for something more natural and emotional."[8] According to her, testings for Rise were done in multiple countries with positive feedback.[11]

It was also revealed that the perfume was inspired by a poem by African-American author Maya Angelou. Journalists Katy Waldman of Slate, Kathleen Hou of New York and Treye Green of the International Business Times noted "Still I Rise" from Angelou's book And Still I Rise as a potential inspiration.[10][12][13] The fragrance features various notes. The top notes consist of an Italian bergamot orange, golden apricot and a basil sorbet. The middle notes contain gold symphony orchid (identified as Beyoncé's favorite flower), freesia blossom and jasminum sambac. Rise concludes with base notes of autumn woods accord, cashmere musk and a vetiver extract.[14]

Release and promotion

The perfume was shipped in January 2014 and it was released to stores the following month.[7] It was packaged in a tall glass bottle, designed by Ken Hirst, and contained a gold collar and gold crystals.[15][16] Marissa G. Muller of MTV compared the packaging with the foil of Jay-Z's Gold perfume.[6] According to Beyoncé's official perfume website, it was meant to show her "resilient spirit and graceful femininity".[14]

The promotional poster for Rise was released in early 2014. It features a close-up shot of her face with blonde hair and metallic eye shadow. Reveal magazine writer Brigitte Swimer deemed the photograph "smouldering" and went on to offer praise for Beyoncé looking "breathtaking... rocking flawless skin and perfectly contoured cheeks".[17] Brittany Talarico of People also reviewed the image positively, calling it "sexy" and noting "one of her signature powerhouse stares as her hair blows wildly around her". Talarico concluded that the golden theme matched the perfume's bottle design.[18]

It was estimated by several industry sources that the promotion for the fragrance, which mainly included the commercial and promotion on Facebook, was worth US $10 million and it was predicted the perfume would sell $25 million.[5] In January, 2014, People magazine organized a contest between readers of its website on Twitter asking them to share a photo of the singer in their favorite outfit on their profiles and win a signed bottle of Rise.[18] In celebration of the perfume's release, a contest was also launched by Beyoncé's team asking fans to tell them "what they rise for"; several of them were filmed and their videos were published on Beyoncé's perfume channel.[19] A winner was announced in June 2014 and awarded with a bottle of Rise.[20]

Commercial

A 30-second clip for the fragrance surfaced on the Internet in January 2014 and several publications reported and speculated it would be the commercial for Rise.[21][22][23] A commercial was later officially released in February and was shot by Jake Nava with whom Beyoncé had collaborated frequently.[9][24] It opens with shots of her showered in gold as she rises out of a glittering bowl formed of dust while dramatic music plays in the background; several of the scenes are filmed using a slow motion technique.[21] Her voiceover is heard in the background, "You can let yourself disappear, or you can stir things up. Never settle, shake loose. Embrace the elements. Because from now on, you will always Rise!".[9] Beyoncé is seen surrounded by glittery ashes, wearing thigh-high gladiator sandals and a bodysuit noted to be Amazonian-inspired.[21]

Brigitte Swimer of Reveal labelled it "sizzling" noting scenes showing Beyoncé "swishing her hair around in true Beyoncé style".[17] Kelly Bryant of OK! magazine called the advertisement "sexy".[15] In an in-depth review of the commercial, Caitlin Morton from MTV heavily praised Beyoncé's look, style, movements and poses for the camera and concluded, "THAT ... is how you sell a perfume".[21] Maeve Keirans writing for the same publication wrote the clip was "heavy on the glitter and hair-flips" and added, "We would've bought Rise anyway, but now [due to its commercial] we're definitely going to buy it."[25] Carl Williott from the website Idolator interpreted Beyoncé's character in the video as a "gold dust woman imploring you to embrace the elements and rise".[24] Charlie Gowans Eglinton of Elle magazine provided a positive review for the clip summarizing, "there's hair–flipping, intense eye–contact and a sultry voiceover, all covered in a layer of gold dust. What more could you ask for?".[26]

Reception

Kristin Booker of the fashion website Refinery29 described the scent as a "voluptuous, sexy floral".[7] Kathleen Hou writing for New York opined that the perfume's best part was that it was inspired by a poem by Angelou. Hou also noted feminist influences in the scent with usual additions of orchid and masculine notes of autumn woods, cashmere, musk, and vetiver extract. She concluded her review by stating "Maya Angelou-reading perfume sounds (and will surely smell) pretty good".[12] With a similar opinion, Treye Green of the International Business Times noted more masculine notes with the addition of woods, cashmere, musk. She hailed Rise as a "sweet treat" for her fans along her self-titled album's surprise release a week earlier and noted, "Beyoncé's definition of feminism has stirred quite the debate following her new album's release. But maybe her perfume version of it will be more openly embraced – plus who can deny the genius of a Maya Angelou-inspired scent."[13] Madison Lafayette in an article for VIBE Vixen praised Beyoncé's decision to release Rise "capitaliz[ing] off" her success and "giving us another reason to talk about her".[11]

Tor Cardona of the magazine Grazia Daily praised the fact the perfume was announced a week after Beyoncé's fifth album, noting she was set for a "world domination" in 2014. Focusing on the scent, Cardona advised female readers to buy it and went on to state "With hints of orchid, golden apricot and jasmine- we reckon this might just be 2014's hottest scent."[27] BET editor Dorkys Ramos described the scent as a mixture of "sexy, floral" notes.[9] The Daily Telegraph's Katy Young called the gold symphony orchid used in the scent "the queen of orchids". She also said that notes of cashmere musk and vetiver "give the whole blend a grounding element" before concluding "the notes are not wrong".[5] Charlie Gowans Eglinton of Elle, noted that the perfume promised to be "almost as intoxicating as Bey herself" with a "sexy scent" of musk according to reports she had read.[26] In a guide for spring perfumes to buy in 2014, editors of E! Online included Rise, calling it "exactly what you think it would be: vivacious, strong and bold" and concluding "it is certainly not a dainty spring scent".[28] Cinya Burton of the same publication noted the fragrance was different than other floral perfumes during the season, deeming it "plain fierce".[29]

Products

Products related to Rise are taken from Beyoncé's official perfume website. Two additional products were released in the collection—a body lotion for hydrating the skin and a shower gel.[14]

Eau de parfume
  • 100ml / 3.4 oz
  • 50 ml / 1.7 oz
  • 30 ml / 1.0 oz
  • 15 ml / 0.5 oz
Glistening body lotion
  • 200ml / 6.7 oz
Silky shower gel
  • 200ml / 6.7 oz

See also

References
  1. Jessen, Monique; M. Silverman, Stephen (June 22, 2004). "Beyoncé Launches New True Star Fragrance". People. Time Inc. Retrieved September 15, 2014.
  2. Field, Adrien (December 4, 2009). "V Style: Beyoncé Turns Up The Heat". Vibe. Vibe Media, Inc. Archived from the original on October 24, 2013. Retrieved September 15, 2014.
  3. "Heat Fragrance Line". Beyonce.com. Parkwood Entertainment. August 9, 2013. Retrieved September 15, 2014.
  4. Johnson, Janna (June 15, 2011). "ELLE Exclusive: Beyoncé's New Scent". Elle. Hachette Filipacchi Médias. Retrieved September 15, 2014.
  5. Young, Katy (December 20, 2013). "Beyoncé's new scent smells like her spirit and strength". The Daily Telegraph. Telegraph Media Group. Retrieved September 15, 2014.
  6. G. Muller, Marissa (December 12, 2013). "Is Beyonce Releasing A New Perfume?". MTV. MTV Networks. Retrieved September 15, 2014.
  7. Booker, Kristin (December 20, 2013). "You Won't Believe How Much Beyoncé's Perfumes Have Made". Refinery29. Retrieved September 15, 2014.
  8. Born, Pete (December 20, 2013). "Beyoncé Launching New Fragrance Pillar". Women's Wear Daily. Fairchild Fashion Media. Retrieved September 15, 2014. (subscription required)
  9. Ramos, Dorkys (February 6, 2014). "Beyoncé Releases Ad for New Perfume Rise". BET. BET Networks. Retrieved September 15, 2014.
  10. Waldman, Katy (December 20, 2013). "Beyoncé's New Fragrance Was Inspired by Maya Angelou and Smells Like Overcoming Adversity". Slate. Graham Holdings Company. Retrieved September 15, 2014.
  11. Lafayette, Madison (December 20, 2013). "'Rise' With Beyonce's New Fragrance". VIBE Vixen. Vibe Media, Inc. Retrieved September 15, 2014.
  12. Hou, Kathleen (December 20, 2013). "Beyoncé's New Feminist Fragrance Was Inspired by Her Favorite Maya Angelou Poem". New York. New York Media, LLC. Retrieved September 15, 2014.
  13. Green, Treye (December 20, 2013). "Beyoncé's Rise: Singer Releasing New Feminist Fragrance Inspired By Maya Angelou Poem". International Business Times. IBT Media. Retrieved September 15, 2014.
  14. "Rise – Beyonce". Beyonceparfums.com. Coty, Inc. Retrieved September 15, 2014.
  15. Bryant, Kelly (March 4, 2014). "Watch Beyoncé Unveil Her Empowering New Fragrance Rise". OK!. Northern & Shell. Retrieved September 15, 2014.
  16. "Rise by Beyonce (2014)". Basenotes. Retrieved September 15, 2014.
  17. Swimer, Brigitte (February 18, 2014). "Beyoncé smoulders in promo picture for new fragrance RISE". Reveal. Nat Mags. Retrieved September 15, 2014.
  18. Talarico, Brittany (January 24, 2014). "EXCLUSIVE: See Beyoncé's Dramatic Fragrance Ad for 'Rise' – Plus, Win a Signed Bottle!". People. Time Inc. Retrieved September 15, 2014.
  19. Beyoncé RISE – What do you rise for?. BeyonceParfums. YouTube. March 11, 2014. Retrieved September 15, 2014.
  20. Beyoncé RISE Contest Grand Prize WINNER. BeyonceParfums. YouTube. June 27, 2014. Retrieved September 15, 2014.
  21. Morton, Caitlin (January 16, 2014). "Is This Beyonce's Rise Perfume Commercial?". MTV. MTV Networks. Retrieved September 15, 2014.
  22. "Watch Beyonce's 'Rise' Fragrance Commercial (Video)". Vibe. Vibe Media, Inc. January 16, 2014. Archived from the original on December 7, 2014. Retrieved September 15, 2014.
  23. Corner, Lewis (January 16, 2014). "Beyoncé shimmers gold in new Rise fragrance commercial – video". Digital Spy. Hearst Corporation. Retrieved September 15, 2014.
  24. Williott, Carl (January 16, 2014). "Beyonce Is A Gold Dust Woman In Ad For Rise Fragrance". Idolator. SpinMedia. Retrieved September 15, 2014.
  25. Keirans, Maeve (January 17, 2014). "Golden Globes Fashion And Beyonce's Love Of Versace Topped Our Headlines This Week". MTV. MTV Networks. Retrieved September 15, 2014.
  26. Gowans Eglinton, Charlie (February 5, 2014). "The Rise of Beyoncé". Elle. Hachette Filipacchi Médias. Retrieved September 15, 2014.
  27. Cardona, Tor (December 20, 2013). "Beyonce Unveils Her Plans For New Fragrance 'Rise'". Grazia Daily. Bauer Consumer Media. Retrieved September 15, 2014.
  28. "Spring 2014 Fragrance Guide – Beyonce Rise Eau de Parfum". E! Online. NBCUniversal. p. 4. Retrieved September 15, 2014.
  29. Burton, Cinya (March 24, 2014). "News/ Spring 2014 Fragrance Guide: Dolce & Gabbana, Marc Jacobs & More Fresh Scents!". E! Online. NBCUniversal. Retrieved September 15, 2014.
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