With a new album, 4, on the brink of release, and a European tour starting next week, one would think Beyoncé’s metallic-Minx’d hands are too full to juggle anything else, but she’s been hard at work on another number: three, as in her third fragrance.
“Women always tell me that my music makes them feel strong and confident, and Pulse is about finding that inner power,” the singer, a 16-time Grammy winning, Golden Globe nominated actress, said about her newest creation, Pulse, a floral citrus scent hitting stores in September. ELLE got the exclusive scoop on the juice, its fierce ad campaign and what gets the megastar’s pulse racing.
ELLE: Your first fragrance, Heat, was a huge success. Did you feel any pressure following that up?
BK: I didn’t. The success of Heat was amazing, but why not represent a different side of a woman? Pulse represents the woman I am on stage. When I think about excitement, it makes me think about my heart racing and a pulsating beat—it’s my stage persona. Heat represents my sensual side, it’s very spicy and Southern. Heat Rush is more about the woman I am on my off time, when I’m on vacation.
ELLE: You’ve been performing your whole life. Does your heart really still race when you get on stage?
BK: Performing at the Billboard Music Awards and on the Oprah farewell show made me so nervous! My heart was pounding out of my chest. But it’s amazing how that nervousness never goes away—it’s my natural response to something exciting and fresh and inspiring. It’s just like when you’re in a relationship. It’s not good when your pulse stops racing. That means you’ve got to spice it up.
ELLE: Why an upside down bottle?
BK: I wanted something modern that incorporated fashion into the overall design, so my stage costumes inspired the upside down chrome cap of the bottle.
ELLE: Are you often inspired by fashion?
BK: I’m inspired by a lot of different designers, but I haven’t bought couture pieces since my last vacation eight or nine months ago. I spent so much money on them, but didn’t wear them at the right time, so now I see other people in magazines wearing them first! Lately I’ve been shopping at Topshop and more affordable places—they have really cute things!
ELLE: After creating four solo albums and three fragrances, have you found any similarities between music and perfume?
BK: I’m learning that they’re very similar! Figuring out the ingredients in a fragrance that complement each other is no different than trying to figure out the combination of melody and lyrics for a song—it’s just as difficult. Both are something that take a lot of hard work. You need to have a strong opinion and know exactly what you want. I use my instincts from writing songs and coming up with videos—all of the things that have developed my taste level—and apply them toward making a fragrance.
ELLE: Like many of your songs, the single “Run the World (Girls)” is an anthem for female empowerment. Do scents ever make you feel empowered?
BK: Fragrance is such an important accessory! I feel incomplete when I don’t have my fragrance on; it’s like putting on your stilettos. When you feel good, when you look good, when you smell good, when you’re fresh, it makes you feel so confident. You feel that much more sexy when you know that you’re going to leave a lasting impression.
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