On February 2 2010, Beyoncé Knowles launched her new fragrance, named ‘’”Heat”’’ with the Union Square in New York being covered in a fiery red light and smoky fog. The lighting of the monument takes place at 6 p.m., and is accompanied by a free concert by Beyoncé herself. At the launching party, Bernd Beetz of Coty, Knowles’ fragrance licensee, will present the new fragrance, while Stephen Mormoris of the same company will unveil the advertising campaign. http://www.wwd.com/beauty-industry-news/beyonc-fragrance-launch-party-set-for-today-2444510

Beyoncé will also make an appearance at Macy’s Herald Square on February 3.http://www.stylelist.com/2010/01/28/beyonce-brings-the-heat-to-new-york-city/http://www.dnainfo.com/20100201/gramercy-flatiron-union-square/beyonce-heat-up-union-square-with-free-concert,

After the launch party, an afterparty is scheduled, spanning several rooms, where different aspects of the fragrance and its advertisement campaign are explained in more depth. Photographer Michael Thompson and Trey Laird will discuss the ad campaign, and Claude Dir and Olivier Gillotin of Givaudan will discuss the fragrance itself. Yet another room will cover the bottle design (with Lutz Hermann). The central floor is filled with music, with a special appearance of Knowles’sister Solange, who will feature as DJ of the evening. http://www.wwd.com/beauty-industry-news/beyonc-fragrance-launch-party-set-for-today-2444510 br/
Beyoncé’s new fragrance will consist of a three-set gift box, which will retail for $122. Even though the initial launch was on February 2, the fragrance was already being sold two weeks in advance, and reportedly was the firm's best selling fragrance.http://www.wwd.com/beauty-industry-news/beyonc-fragrance-launch-party-set-for-today-2444510

The launch of Beyoncé’s new fragrance follows directly after a very successful Grammy awards, at which event she won six awards. http://www2.grammy.com/grammy_awards/News/Default.aspx?newsID=3648&newsCategoryID=71

On February 5, Beyoncé will also appear on the “Today” show, followed by an appearance on The Tyra Banks Show on February 15. http://www.wwd.com/beauty-industry-news/beyonc-fragrance-launch-party-set-for-today-2444510

Beyoncé told WWD:
"The scent thrills and enthralls, drawing you in. At the same time, it is elegant and feminine with an air of mystery. I created this fragrance for self-assured women everywhere, for women who are not afraid to desire and to be desired."http://www.stylelist.com/2010/01/28/beyonce-brings-the-heat-to-new-york-city/

In the same interview, she added:
“I’m so happy with it, I’ve been working on it for a while now. I was on tour for a year, and I have meet-and-greets with fans. I’ve never in my life gotten so many compliments. Coty has their own testing, but that was my testing! The fans loved it. They were like, ‘I love that, I’m getting that, why isn’t it out right now? I need it!’
“This was my first time starting from scratch, although I’ve worked with a few other fragrance projects. Everything from the bottle design to the name and the ideas for the commercials — that’s me. When I commit to something, I do it 100 percent, and I’ve never had [creative control over a fragrance] until this project. I learned a lot of great things from the past — but I always asked myself, ‘If I could have my own scent, what would it be?’ I wasn’t worried about deadlines. It could have taken me three, four, however many years — this was my first fragrance, and I wanted to make sure that it was something I would love forever.”http://www.wwd.com/beauty-industry-news/beyonc-fragrance-launch-party-set-for-today-2444510