Pulse (perfume)
Encyclopedia
Pulse is the third women's fragrance
created by Beyoncé Knowles
with Bruno Jovanovic and Loc Dong of IFF, endorsed by Beyoncé Knowles
. The ad's tagline
is "Feel the Power." Pulse comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton, inspired by Knowles' fashion during stage performances. It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid.
The commercial for the fragrance was directed by Jake Nava
, and features the instrumental of Knowles' lead single "Run the World (Girls)
" off of 4
. Photographer Lionel Gasperini photographed the scents printing advertisements.
magazine on June 25, 2011. She started by giving a hint at the motive behind Pulse, stating: "Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power." It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid. According to Knowles' official parfum
website, Pulse possesses "an energy unlike any other. It moves through you, around you. Never fading as it surges, pulsates and electrifies. The woman who wears Beyoncé Pulse is impossible to ignore, exuding sensuality and strength.
Knowles put time into developing the scent, getting feedback from friends and family including her husband Jay-Z
. She told Access Hollywood
: "I wear it, I live with it for about six months, and we tweak. I make sure I get my compliments from everyone—from my fans to my husband." According to Knowles, the scent is made to help women feel empowered, and a fragrance is an important accessory: "When you feel good, when you look good, when you smell good, when you're fresh, it makes you feel so confident. You feel that much more sexy when you know that you're going to leave a lasting impression." Pulse was inspired by her alter ego
, Sasha Fierce which she used during the I Am... Sasha Fierce era. Knowles also told People
magazine that Pulse is a fragrance that women can wear all the time. She added loves the idea of "a signature scent" that lets a woman "leave her mark wherever she goes", and that is the reason for which she always tries to make her scents appropriate for any occasion. During her interview with Elle magazine, Knowles compared Pulse to her previous scents and stated how she discovered similarities between music and perfume:
sparkle of fresh pear
blossom
, effervescent blue Curaçao
accord and frosted bergamot
. The scents heart notes feature sophisticated floral heat of enticing bluebird orchid, delicate peony
and fragrant midnight blooming jasmine
. The scent finishes in it's base notes with dry-down of warm, opulent Madagascar
vanilla
, seductive musk
and sensual precious woods
.
, who additionally shot the commercial campaign for Pulse. The commercial is 15-seconds long and it features Knowles in a metallic gown walking through a myriad of lights, as the instrumental to her single "Run the World (Girls)
" (2011) plays in the background. It was revealed in a behind the scenes look at the fragrances commercial that Knowles wore 6-inch studded Christian Louboutin
pumps for the shoot. For the video shoot, Knowles was styled by Elle magazine's creative director, Joe Zee. In a behind the scenes look during the making of the commercial, She described the shoot as an "incredible experience" and the set of the fragrances commercial as "energetic" and "magnetic", adding that "the sets' feminism adds to what the fragrance represents." Hans Dorsinville, the video's creative director, revealed that they used the metaphor of "energy" to construct an electric world that is ignited by everything Knowles touches, which was mainly inspired by Knowles' performance, as he states "She gets on stage and all of a sudden the energy level goes up." The video closes with Knowles stating, "The Pulse campaign is ultra sexy and totally unique. I can't wait for my fans to see it!"
The fragrance was followed by printing advertisements which were photographed by photographer Lionel Gasperini. On Wednesday, July 27, 2011, Macy's
Downtown Brooklyn
in New York
hosted an exclusive event in celebration of Knowles' Pulse, where fans could enjoy a DJ playing songs by Knowles, free snacks, and Knowles-inspired mini-makeovers. Fans who attended the event were also available to purchase the scent months prior to its official release. Prior to releasing Pulse, Knowles appeared on multiple televised programs to promote the fragrance. The first televised interview for the fragrance was on The View and the second was on Access Hollywood
on July 28, 2011 and August 18, 2011, respectively. On September 21, 2011, Knowles launched of Pulse at PH-D at Dream Downtown
in New York City
. The following day, the fragrance was also launched at Macy's
Herald Square
in New York City itself. On that occasion, Knowles greeted and took photos with the first 500 people who purchased the fragrance set. The same day, Knowles was also interview by the Associated Press
, to whom she explained what makes Pulse different form other fragrances:
described the scent as "electric". Nakisha Williams of BET
complimented the fragrance, stating "even though the fragrance is being billed as 'powerful' and 'electrifying,' it comes off as a crisp citrusy-floral scent that doesn’t overpower."
Additionally distributed with the fragrances Eau De Parfum is the accompanying Luminous Body Milk, which hydrates skin while leaving an irresistible iridescent shine. The Luminous Body Milk can either be included within the fragrances Eau De Parfum or purchased separately in one size—
Following the release of Pulse, the fragrance was included in a "Beyoncé Pulse Launch & Holiday Gift Set" which included a 3.4 fl. oz. Eau de Parfum Spray, a 2.5 fl. oz. Luminous Body Milk, and a 2.5 fl. oz. Luminous Shower Cream and 0.5 fl. oz. Eau de Parfum Spray. Knowles additionally released a metallic handbag titled "Pulse Launch & House GWP", which was included with any $59 purchase from Knowles' fragrance collection.
Perfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
created by Beyoncé Knowles
Beyoncé Knowles
Beyoncé Giselle Knowles , often known simply as Beyoncé, is an American singer, songwriter, record producer, and actress. Born and raised in Houston, Texas, she enrolled in various performing arts schools and was first exposed to singing and dancing competitions as a child...
with Bruno Jovanovic and Loc Dong of IFF, endorsed by Beyoncé Knowles
Beyoncé Knowles
Beyoncé Giselle Knowles , often known simply as Beyoncé, is an American singer, songwriter, record producer, and actress. Born and raised in Houston, Texas, she enrolled in various performing arts schools and was first exposed to singing and dancing competitions as a child...
. The ad's tagline
Tagline
A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...
is "Feel the Power." Pulse comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton, inspired by Knowles' fashion during stage performances. It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid.
The commercial for the fragrance was directed by Jake Nava
Jake Nava
Jake Nava was born on 17 August and grew up in northern London. He currently lives in eastern London.He graduated from the University of WestministerJake Nava is an English-born music video and film director.-Filmography:MUSIC VIDEOS...
, and features the instrumental of Knowles' lead single "Run the World (Girls)
Run the World (Girls)
"Run the World " is a song performed by American recording artist Beyoncé Knowles. It was written by Terius "The-Dream" Nash, Knowles, Nick "Afrojack" van de Wall, Wesley "Diplo" Pentz, David "Switch" Taylor, and Adidja Palmer and produced by Switch, The-Dream, Knowles and Shea Taylor...
" off of 4
4 (Beyoncé Knowles album)
4 is the fourth studio album by American recording artist Beyoncé Knowles, released through Columbia Records on June 24, 2011. Three weeks before its scheduled release, 4 leaked in full. The twelve-song set marks the first release by Knowles since separating professionally with father and manager,...
. Photographer Lionel Gasperini photographed the scents printing advertisements.
Development
Pulse follows Knowles' scents Heat (2010) and Heat Rush (2011). Knowles first revealed Pulse in an exclusive interview with ElleElle (magazine)
Elle is a worldwide magazine of French origin that focuses on women's fashion, beauty, health, and entertainment. Elle is also the world's largest fashion magazine. It was founded by Pierre Lazareff and his wife Hélène Gordon in 1945. The title, in French, means "she".-History:Elle was founded in...
magazine on June 25, 2011. She started by giving a hint at the motive behind Pulse, stating: "Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power." It features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla, and bluebird orchid. According to Knowles' official parfum
Perfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
website, Pulse possesses "an energy unlike any other. It moves through you, around you. Never fading as it surges, pulsates and electrifies. The woman who wears Beyoncé Pulse is impossible to ignore, exuding sensuality and strength.
Knowles put time into developing the scent, getting feedback from friends and family including her husband Jay-Z
Jay-Z
Shawn Corey Carter , better known by his stage name Jay-Z, is an American rapper, record producer, entrepreneur, and occasional actor. He is one of the most financially successful hip hop artists and entrepreneurs in America, having a net worth of over $450 million as of 2010...
. She told Access Hollywood
Access Hollywood
Access Hollywood is a weekday television entertainment news program covering events and celebrities in the entertainment industry. It was created by former Entertainment Tonight executive producer Jim Van Messel, and is currently directed by Robert Silverstein. In previous years, Doug Dougherty and...
: "I wear it, I live with it for about six months, and we tweak. I make sure I get my compliments from everyone—from my fans to my husband." According to Knowles, the scent is made to help women feel empowered, and a fragrance is an important accessory: "When you feel good, when you look good, when you smell good, when you're fresh, it makes you feel so confident. You feel that much more sexy when you know that you're going to leave a lasting impression." Pulse was inspired by her alter ego
Alter ego
An alter ego is a second self, which is believe to be distinct from a person's normal or original personality. The term was coined in the early nineteenth century when dissociative identity disorder was first described by psychologists...
, Sasha Fierce which she used during the I Am... Sasha Fierce era. Knowles also told People
People (magazine)
In 1998, the magazine introduced a version targeted at teens called Teen People. However, on July 27, 2006, the company announced it would shut down publication of Teen People immediately. The last issue to be released was scheduled for September 2006. Subscribers to this magazine received...
magazine that Pulse is a fragrance that women can wear all the time. She added loves the idea of "a signature scent" that lets a woman "leave her mark wherever she goes", and that is the reason for which she always tries to make her scents appropriate for any occasion. During her interview with Elle magazine, Knowles compared Pulse to her previous scents and stated how she discovered similarities between music and perfume:
Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power. Pulse represents the woman I am on stage. When I think about excitement, it makes me think about my heart racing and a pulsating beat—it’s my stage persona. Heat represents my sensual side, it’s very spicy and Southern. Heat Rush is more about the woman I am on my off time, when I’m on vacation. [...] I’m learning that they’re very similar! Figuring out the ingredients in a fragrance that complement each other is no different than trying to figure out the combination of melody and lyrics for a song—it’s just as difficult. Both are something that take a lot of hard work. You need to have a strong opinion and know exactly what you want. I use my instincts from writing songs and coming up with videos—all of the things that have developed my taste level—and apply them toward making a fragrance.
Packaging and scent
The fragrance comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton. The bottle is topped by a chrome cap, which was inspired by Knowles' stage costumes, as she states “I love [that] because it incorporates fashion into the overall design.” The scents' packaging states "Resembling a luminous crystal, the tactile bottle seems otherworldly, as if encasing an as-yet-discovered, carefully guarded energy source of precious reserves. The Beyoncé Pulse holographic carton shimmers and shines in shades of blue and silver, radiating light and power, as if bursting from the edge of the universe." Reflective of Knowles' incredible energy and powerful femininity, the fresh notes in Pulse intermingle to create a unique citrus, floral gourmand, anchored by Knowles' favorite flower, the orchid. The fragrances top notesNote (perfumery)
Notes in perfumery are descriptors of scents that can be sensed upon the application of a perfume. Notes are separated into three classes; top/head notes, middle/heart notes, and base notes; which denote groups of smells that can be sensed with respect to the time after the application of a perfume...
sparkle of fresh pear
Pear
The pear is any of several tree species of genus Pyrus and also the name of the pomaceous fruit of these trees. Several species of pear are valued by humans for their edible fruit, but the fruit of other species is small, hard, and astringent....
blossom
Blossom
In botany, blossom is a term given to the flowers of stone fruit trees and of some other plants with a similar appearance that flower profusely for a period of time in spring...
, effervescent blue Curaçao
Curaçao
Curaçao is an island in the southern Caribbean Sea, off the Venezuelan coast. The Country of Curaçao , which includes the main island plus the small, uninhabited island of Klein Curaçao , is a constituent country of the Kingdom of the Netherlands...
accord and frosted bergamot
Bergamot orange
Citrus bergamia, the Bergamot orange, is a fragrant fruit the size of an orange, with a yellow colour similar to a lemon. Genetic research into the ancestral origins of extant citrus cultivars recently matched the bergamot as a likely hybrid of Citrus limetta and Citrus aurantium...
. The scents heart notes feature sophisticated floral heat of enticing bluebird orchid, delicate peony
Peony
Peony or paeony is a name for plants in the genus Paeonia, the only genus in the flowering plant family Paeoniaceae. They are native to Asia, southern Europe and western North America...
and fragrant midnight blooming jasmine
Jasmine
Jasminum , commonly known as jasmines, is a genus of shrubs and vines in the olive family . It contains around 200 species native to tropical and warm temperate regions of the Old World...
. The scent finishes in it's base notes with dry-down of warm, opulent Madagascar
Madagascar
The Republic of Madagascar is an island country located in the Indian Ocean off the southeastern coast of Africa...
vanilla
Vanilla
Vanilla is a flavoring derived from orchids of the genus Vanilla, primarily from the Mexican species, Flat-leaved Vanilla . The word vanilla derives from the Spanish word "", little pod...
, seductive musk
Musk
Musk is a class of aromatic substances commonly used as base notes in perfumery. They include glandular secretions from animals such as the musk deer, numerous plants emitting similar fragrances, and artificial substances with similar odors. Musk was a name originally given to a substance with a...
and sensual precious woods
Woods
Woods is a common surname of English and Irish origin.-A:* Alan Woods * Albert Woods* Albert H. Woods* Aubrey Woods* Ayiesha Woods-B:* Bambi Woods* Barbara Alyn Woods* Belita Woods* Ben Woods, rugby union player* Bill Woods...
.
Promotion
A commercial for the fragrance was shot and directed by Jake NavaJake Nava
Jake Nava was born on 17 August and grew up in northern London. He currently lives in eastern London.He graduated from the University of WestministerJake Nava is an English-born music video and film director.-Filmography:MUSIC VIDEOS...
, who additionally shot the commercial campaign for Pulse. The commercial is 15-seconds long and it features Knowles in a metallic gown walking through a myriad of lights, as the instrumental to her single "Run the World (Girls)
Run the World (Girls)
"Run the World " is a song performed by American recording artist Beyoncé Knowles. It was written by Terius "The-Dream" Nash, Knowles, Nick "Afrojack" van de Wall, Wesley "Diplo" Pentz, David "Switch" Taylor, and Adidja Palmer and produced by Switch, The-Dream, Knowles and Shea Taylor...
" (2011) plays in the background. It was revealed in a behind the scenes look at the fragrances commercial that Knowles wore 6-inch studded Christian Louboutin
Christian Louboutin
Christian Louboutin is a French footwear designer whose father is cabinetmaker Roger Louboutin and homemaker mother Irene. His siblings include three sisters, no brothers. Landscape architect Louis Benech has been his partner since 1997. Louboutin launched his line of high-end women's shoes in...
pumps for the shoot. For the video shoot, Knowles was styled by Elle magazine's creative director, Joe Zee. In a behind the scenes look during the making of the commercial, She described the shoot as an "incredible experience" and the set of the fragrances commercial as "energetic" and "magnetic", adding that "the sets' feminism adds to what the fragrance represents." Hans Dorsinville, the video's creative director, revealed that they used the metaphor of "energy" to construct an electric world that is ignited by everything Knowles touches, which was mainly inspired by Knowles' performance, as he states "She gets on stage and all of a sudden the energy level goes up." The video closes with Knowles stating, "The Pulse campaign is ultra sexy and totally unique. I can't wait for my fans to see it!"
The fragrance was followed by printing advertisements which were photographed by photographer Lionel Gasperini. On Wednesday, July 27, 2011, Macy's
Macy's
Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...
Downtown Brooklyn
Downtown Brooklyn
Downtown Brooklyn is the third largest central business district in New York City , and is located in the northwestern section of the borough of Brooklyn...
in New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
hosted an exclusive event in celebration of Knowles' Pulse, where fans could enjoy a DJ playing songs by Knowles, free snacks, and Knowles-inspired mini-makeovers. Fans who attended the event were also available to purchase the scent months prior to its official release. Prior to releasing Pulse, Knowles appeared on multiple televised programs to promote the fragrance. The first televised interview for the fragrance was on The View and the second was on Access Hollywood
Access Hollywood
Access Hollywood is a weekday television entertainment news program covering events and celebrities in the entertainment industry. It was created by former Entertainment Tonight executive producer Jim Van Messel, and is currently directed by Robert Silverstein. In previous years, Doug Dougherty and...
on July 28, 2011 and August 18, 2011, respectively. On September 21, 2011, Knowles launched of Pulse at PH-D at Dream Downtown
Maritime Hotel
__notoc__The Maritime Hotel is a luxury boutique hotel located at 363 West 16th Street at Ninth Avenue in the Chelsea neighborhood of Manhattan, New York City, close to the Meatpacking District...
in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
. The following day, the fragrance was also launched at Macy's
Macy's
Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...
Herald Square
Herald Square
Herald Square is formed by the intersection of Broadway, Sixth Avenue and 34th Street in the borough of Manhattan in New York City. Named for the New York Herald, a now-defunct newspaper formerly headquartered there, it also gives its name to the surrounding area...
in New York City itself. On that occasion, Knowles greeted and took photos with the first 500 people who purchased the fragrance set. The same day, Knowles was also interview by the Associated Press
Associated Press
The Associated Press is an American news agency. The AP is a cooperative owned by its contributing newspapers, radio and television stations in the United States, which both contribute stories to the AP and use material written by its staff journalists...
, to whom she explained what makes Pulse different form other fragrances:
[Pulse] is very fresh. This is all about citrus, but it also has vanilla in the back. It is important for me for a fragrance not to just smell like one thing. I think women are interesting and I don't like for you to be like, 'Ok, this smells like this.' I like for it to be something signature and something that brings out your inner beauty and your confidence and makes you feel like you leave a long-lasting impression on someone.
Reception
Rap-UpRap-Up
Rap-Up is a magazine launched in 2001 by founder Devin Lazerine. The publication was originally a website devoted to hip hop, until Lazerine decided to pitch the possibility of a magazine to several publishers. The magazine is focused on the hip hop and R&B aspect of the music industry, and...
described the scent as "electric". Nakisha Williams of BET
Bet
Bet or BET may refer to:* A wager in gambling* Basic Economics Test * Bet , the second letter in many Semitic alphabets, including Aramaic, Hebrew, Phoenician and Syriac* Brunauer-Emmett-Teller isotherm. See BET_theory...
complimented the fragrance, stating "even though the fragrance is being billed as 'powerful' and 'electrifying,' it comes off as a crisp citrusy-floral scent that doesn’t overpower."
Products
Featured in the scents Eau De Parfum, Pulse features an upside down, faceted bottle and a chrome cap inspired by Knowles's stage costumes. Eau De Parfum comes in four different sizes—- 100 ml / 3.4 oz
- 50 ml / 1.7 oz
- 30 ml / 1.0 oz
- 15 ml / 0.5 oz
Additionally distributed with the fragrances Eau De Parfum is the accompanying Luminous Body Milk, which hydrates skin while leaving an irresistible iridescent shine. The Luminous Body Milk can either be included within the fragrances Eau De Parfum or purchased separately in one size—
- 200ml / 6.7oz
Following the release of Pulse, the fragrance was included in a "Beyoncé Pulse Launch & Holiday Gift Set" which included a 3.4 fl. oz. Eau de Parfum Spray, a 2.5 fl. oz. Luminous Body Milk, and a 2.5 fl. oz. Luminous Shower Cream and 0.5 fl. oz. Eau de Parfum Spray. Knowles additionally released a metallic handbag titled "Pulse Launch & House GWP", which was included with any $59 purchase from Knowles' fragrance collection.