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Beyonce Pulse Unveiled at Coty

June 17, 2011

Bluebird Orchid is at the heart of singer's next scent.

Coty Beauty has launched the newest scent in the Beyonce Parfums portfolio—Beyonce Pulse. Debuting in September 2011, Pulse will join the globally successful Heat and Heat Rush collections.

Reflective of Beyonce's incredible energy and powerful femininity, the fresh notes in Beyonce Pulse intermingle to create a unique citrus, floral gourmand, anchored by Beyonce's favorite flower, the orchid, according to the company.

The launch will be supported with substantial global integrated sales and marketing activity including a dynamic print and TV ad campaign starring Beyonce, to be featured in more than 60 countries. Additionally, social media and online programs will speak to Beyonce's robust global fan base via e-commerce, Twitter and Facebook. Pulse TV ads will begin airing August 2011.

At the heart of Beyonce Pulse is the enticing Bluebird Orchid, renowned for its curvaceous shape, distinctive blue-indigo color and enchanting scent. The mysterious, unique orchid has never before been featured in fragrance, and is displayed to perfection in Beyonce Pulse, according to Coty.

"Pulse truly is a game changer in the category," said Mormoris. "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 2011 at select perfumery chains and fine department stores across the globe.

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