Beyoncé Is The Pretty Face Behind Several Endorsements
Mariel Concepcion
Previously the face of the fragrances True Star from Tommy Hilfiger and Diamond from Emporio Armani, Beyoncé is readying the release of her own scent early next year, with a name that's still under wraps.
According to Carol Goll, head of the global branded entertainment division of International Creative Management, Beyoncé signed a deal with fragrance house Coty, which is also behind perfumes for Jennifer Lopez, Sarah Jessica Parker, Celine Dion, Halle Berry and David and Victoria Beckham. The agreement authorizes Coty to create an "alluring and sophisticated" perfume that "personifies me as a woman [and reflects my] inner power," Beyoncé said in a statement announcing the fragrance.
The new fragrance, slated to hit stores in early 2010, is the latest addition to a lengthy list of endorsement deals for Beyoncé, with companies from Pepsi to L'Oreal.
This past spring, Nintendo DSi premiered a worldwide commercial for its game "Rhythm Heaven," in which Beyoncé stars. Also this spring, Crystal Geyser announced that Beyoncé is the new spokewoman for the water brand in Japan and would be featured in its ads there.
Also in Japan, Beyoncé and sister Solange Knowles are the faces of Samantha Thavasa—a Japanese fashion company that launched in 1994 and specializes in handbags for young women.
"It's tough, it's fun, and it's sexy," Beyoncé said in a statement about Samantha Thavasa's latest Disney handbags line, which the siblings recently promoted in Japan.
Beyoncé's longest-standing endorsement deal is with cosmetics brand L'Oreal, with which the singer signed a five-year contract in 2004.
"The one thing that attracts someone to Beyoncé is her authenticity," Goll says. "She's really about her lifestyle, her strong feelings of empowerment, her beauty and her passion."
Goll adds that before signing any deal, Beyoncé's team examines a brand's perception in the marketplace, its share of the market and how it stages campaigns.
"We definitely don't want to do one-offs. We'd rather do long partnerships," Goll says.
Moving forward, Goll says there will be more partnerships, but she doesn't offer any details. Goll says of Beyoncé: "Whenever she puts her name on something, it's organic and people can easily see the affiliation. Crystal Geyser is a product she drinks and delivers a message about purity, health and fitness that she wants to exude."