Beyoncé Knowles has lit a media bonfire around the launch of her first fragrance. Fueled by Sunday evening appearances on “60 Minutes” and the 52nd Annual Grammy Awards — where Knowles picked up a record six awards, making her the most celebrated female artist at a single Grammys — the media swelter thrown around by Beyoncé Heat, the entertainer’s debut fragrance, will be felt well beyond this week. The entertainer will make an appearance at Macy’s Herald Square at 5 p.m. Wednesday. She is due to appear on the “Today” show Friday and on “The Tyra Banks Show” Feb. 15. But the main onslaught is scheduled for tonight, when Knowles’ fragrance licensee, Coty Inc., will illuminate much of Union Square Park with flickering projections of flames, steam and fog onto trees and the outside of 15 Union Square, where the launch party will be held. The building is the site of the original Tiffany’s and is being renovated. On the building’s spa level, Coty chief executive officer Bernd Beetz will make the main fragrance presentation, followed by Stephen Mormoris, senior vice president of global beauty in the Coty Beauty division, who will unveil the advertising. His presentation is expected to culminate with the star herself appearing out of the advertising.
|