It’s been a busy last few months for Beyoncé.
Weeks after debuting her collaboration with Levi’s – the campaign for which alone generated $5 million in media impact value in 48 hours – and months after launching her whiskey brand SirDavis, the multihyphenate is bringing her latest fragrance to market.
Called Cé Lumière, the scent is available for preorder on Beyoncé’s website in the U.S. and Canada. It retails for $160.
The eau de parfum includes top notes of Madagascar black pepper and Italian mandarin; heart notes of jasmine sambac absolute and rhubarb, and base notes of Indonesian patchouli and skin musk.
Cé Lumière follows Cé Noir, the fragrance Beyoncé launched last year, which followed the entertainer’s tour for her album “Renaissance,” and before the subsequent film “Renaissance: A Film by Beyoncé.” Since then Beyoncé has also entered a new musical era with her country album, “Act II: Cowboy Carter.”
Beyoncé
Courtesy Photo
Cé Lumière is a clear nod to that album, hence the golden desert hue of the bottle.
“Any venture or project that Beyoncé does, there is always a clear intent. With fragrance the approach is to launch one new scent a year that ties to her universe and captures an extraordinary moment in time in her continuum, setting the mood of that period and bringing the wearer back to that feeling,” said Janki Lalani Gandhi, managing director of Parkwood Ventures, which produces the fragrance. “The product is offered in limited quantities exclusively on beyonce.com to maintain the ability to interact directly with the consumer and gain valuable feedback.”
Per Circana data from the first half, fragrance is still the fastest-growing prestige category in the U.S., having notched 12 percent gains. Hair care – where Beyoncé also plays, with her brand Cécred – was the second-fastest at 10 percent.
