Beyonce Smells Heat

The latest venture of Beyonce Knowles’s business line is her own eau de parfum called Heat.

Beyonce can currently be seen on screen in the adverts for Emporio Armani Diamonds, and previously starred in commercials for Tommy Hilfiger‘s True Star fragrance from 2005 until 2006.

But now she hits her Heat!

In the first posters for the perfume, a scantily-clad Beyonce poses in nothing but a red satin dressing gown under the tagline ‘Catch the fever’.

Beyonce told Women’s Wear Daily:

“It’s called Heat, so we wanted the ads to be really steamy and dewy. My sexiest moments are when I’m just getting out of the tub or the shower and I’m clean, so I wanted to incorporate that in the ads.”

In the accompanying TV advertisement, Beyonce is seeing writhing around in the bath before walking away from the bathroom in her revealing kimono.

The star also performs a breathy cover of the 1956 song Fever, which she sang in her 2003 film The Fighting Temptations.

She added:

“The dress was this liquid-y satin. The song Fever I did years ago and always loved it. [For the commercial] I got to sing it a bit more whispery, more natural.”

The ad was directed by Jake Nava, who also shot Beyonce’s videos for Single Ladies (Put A Ring On It), Beautiful Liar and If I Were A Boy.

Heat, which comes packaged in a red triangular bottle, isn’t released in U.S. stores until February 2010, before going international next summer.

Check out the video:

• beyonce fever dress
• beyonce poses

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