Stephen Mormoris, senior vice president of global marketing, American Fragrances, for Coty Prestige has revealed the secret to the star's successful perfume franchise.
“Beyoncé has always chosen simple and strong concepts for her fragrances,” he said. “She’s very collaborative in that she knows what she wants and she has a very clear view of her fan base. These are just a few of the qualities that make her an excellent partner. She is excellent at making decisions and making things happen.”
Beyoncé Heat: The Mrs. Carter Show World Tour was launched earlier this year. The scent was sampled at all of the singer's North American shows.
Lee Anne Callahan, general manager of Parkwood Entertainment oversees the vision for Beyoncé's brands.
She believes Beyoncé's long-standing success is down to creating timeless scents, not just fad "celebrity" perfumes.
“Beyoncé doesn’t want to be a celebrity fragrance line. The main interest in this is not pushing out a new fragrance every year. The main point of this is Beyoncé would like to have a parfum house. That’s why we’ve always tried to crack the code of being part of the list of top-selling prestige perfumes, not just celebrity [scents]. She wants these to be long-lasting and your favourite fragrance — not just your favourite fragrance this year," she explained.
“[Beyoncé’s] business model has changed. She’s not doing much more by way of endorsements. If anything, it’s more about partnership and it’s more about equity ideas. Outside of Coty, there aren’t many [these days] and even that is a unique partnership — it’s a licensing deal, but she spends a whole lot of time crafting her fragrances. She’s involved with all aspects, from the juice to the packaging. She’s not real interested in licensing her name to things anymore.”
http://www.belfasttelegraph.co.uk/wo...-29486169.html
