SYS-CON MEDIA Authors: Roberto Medrano, Dmitriy Stepanov, Gilad Parann-Nissany, Srinivasan Sundara Rajan, Sean Houghton

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Introducing Beyonce RISE

The New Ascent of Woman

NEW YORK, March 4, 2014 /PRNewswire/ -- Beyonce believes a woman's power comes from within and when a woman connects with her very essence, she revels in her individuality, her strength, and her beauty. To honor this elevated and empowering attitude, Beyonce was inspired to create her newest scent, RISE.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/65778-beyonce-rise-fragrance-coty-new-ascent-of-woman

Beyonce Launches Rise, the New Ascent of Woman

"The spirit of RISE encourages women to be all that we are," said Beyonce. 

A Colorful Composition

To create this exciting new scent Beyonce partnered with Loc Dong, a perfumer at IFF, to design a melodic melange of accords that leave a lasting impression. Beyonce continued the theme of incorporating her favorite flower, the Orchid, into her newest fragrance and did so in a special way. When Dong encountered the Gold Symphony Orchid, known as Queen of the Orchids, in the IFF Botanical Gardens, it struck both a musical and olfactory chord with him. He made it the featured note in the fragrant composition. The scent gets an added level of intrigue, personality and color when the Gold Symphony Orchid and Golden Apricot form a delightful duet. "The Orchid is the centerpiece of RISE," Dong says. "The Golden Apricot helps create a bold statement that is also playful." Dong also realized this duo delivered both an olfactory and a visual impact by evoking the color gold itself—an essential element  of the RISE identity. For Beyonce, gold symbolizes luminosity, optimism and strength. 

RISE is a rich and intoxicating luminous floral with beautiful top notes of Italian Bergamot, Golden Apricot and Iced Basil Sorbet; Luscious middle notes of Gold Symphony Orchid, Freesia Blossom and Natural Jasmine Sambac and sensual bottom notes that include Autumn Woods Accord, Cashmere Musk and Vetiver Extract.

A Bold Bottle

Gold is also featured prominently in the RISE bottle designed by Ken Hirst. The gold juice is encased in a tall, elegant glass bottle that emulates the trajectory of Beyonce's ability, and will, to rise above it all. The undulating gold collar flows around the soft lines of the bottle evoking a melodic sense of rhythm and perpetual motion. The cap's sculptural cluster of golden crystals ascends even higher, exuding strength and fortitude. Combining gold accents and crystal clear glass, crisp lines and smooth edges, the Rise bottle perfectly captures Beyonce's resilient spirit and graceful femininity.

A Striking Advertising Campaign

To capture the captivating spirit and energy of RISE, Beyonce partnered with film director Jake Nava to create a supremely sexy, cinematic interpretation with an inspiring message. Shot with a phantom camera, Beyonce slowly emerges from glinting clouds of golden dust and ascends into a sublime, seductive and uplifting image. As Beyonce powerfully states her mantra, it reinforces the inspiring positioning of the fragrance.

A Golden Compilation

The RISE collection has been designed to deliver this alluring new scent in several fragrant forms. You can choose to wear one alone or combine them to give you the inspiration you need to reach new heights.

Eau de Parfum 0.5 fl. oz. / 15ml        

$19.99

Eau de Parfum 1.0 fl. oz. / 30ml              

$34.00

Eau de Parfum 1.7 fl. oz. / 50ml  

$44.00

 

Beyonce Rise The New Fragrance

 

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/65778-beyonce-rise-fragrance-coty-new-ascent-of-woman

SOURCE COTY Inc.

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