The BeyoncÃ© Heat Perfume promises to be quite the sensual fragrance and a success. To celebrate her new Coty fragrance, she held a debut at Union Square Park and had an after-party nearby. With husband Jay-Z, Usher and Destiny's Child member Michelle Williams to show their support, her new venture into the celebrity fragrance world is looking up. Time will only tell how much of a success this new endeavor will be.
Implications - Consumers have been increasingly obsessed with icons so much so that they have become somewhat of a societal focus. These celebrities are the influence for many consumers and any corporation can appeal to their fanbase by using them to market their products. Their appearance connects the brand with the consumers who connect with these celebrities and establish an emotional connection to the consumers.