Coty Beauty unveils Beyonce Pulse fragrance

NEW YORK — Coty Beauty has announced the launch of the newest scent in the Beyonce Parfums portfolio, Beyonce Pulse, which will debut in September.

Pulse will join the Heat and Heat Rush collections. The launch of Pulse will be supported with global integrated sales and marketing activity, including a print and TV ad campaign starring Beyonce, to be featured in more than 60 countries. In addition, social media and online programs will speak to Beyonce's global fan base via e-commerce, Twitter and Facebook. Pulse TV ads will begin airing in August.

"We are excited to follow the success of Beyonce Heat and Heat Rush with the launch of Pulse, sure to be another star fragrance for Beyonce Parfums," Coty Beauty SVP Steve Mormoris said. "Like Beyonce herself, Beyonce Pulse is powerful, feminine and one-of-a-kind. The woman who wears Beyonce Pulse is impossible to ignore."

Packaged in an inverted chrome bottle, Pulse makes a visual statement. "I'm very proud of the Pulse packaging," Beyonce said. "I wanted to do something completely out of the box and modern, so we created the upside-down, faceted bottle that highlights the blue juice inside. The chrome cap is inspired by my stage costumes, which I love because it incorporates fashion into the overall design ... and I love fashion."

"Pulse truly is a game-changer in the category," Mormoris said. "We have been able to for the first time meld citrus and gourmand for a truly innovative product. That coupled with Beyonce's signature energy and style makes Pulse distinctive in every way. It's sure to become an iconic fragrance."

The Beyonce Pulse Collection will be available September at select perfumery chains and department stores across the globe.

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