November 06, 2014
Coty signs on as official sponsor for Beyoncé

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After getting caught up in the stink of Kanye West's outburst at the 2009 MTV Video Music Awards, Beyonce is looking to freshen things up. The fragrance factory Coty has signed the A-list celebrity to help develop an exclusive Beyonce fragrance that will hit store shelves in the Spring of 2010. For her scent, the Grammy award winning artist could be paid up to $20 million over the next three years, reports "Modern and highly influential, Beyonce has truly touched the lives of her fans and will continue to reach new heights in her career with the launch of her own signature fragrance," Bernd Beetz, Coty's chief executive officer said in a statement. "We are thrilled she has partnered with Coty to embark on this new adventure, one of vast potential." Coty is the same company that started the celebrity fragrance craze in 2002 when it released JLo's Glow. But, according to, the economic climate has changed since the launch of JLo's perfume, which made close to $100 million worldwide in its first year. The average celebrity fragrance only generated around $2.5 million in 2008, reported, using figures from the research firm NPD Group. But Beyonce is no stranger to the perfume industry. She has previously been the face of Tommy Hilfiger's True Star and Emporio Armani Diamonds. However, the sultry singer has yet to find her true fragrance. "While I love various perfumes, I haven't found a scent that truly personifies me as a woman," Beyonce said in Coty's press release. "Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that's reflective of my inner power."
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