FIRST LOOK: Beyoncé’s Pulse Fragrance Ad


Via PEOPLE

Beyonce’s latest fragrance, Pulse, hits stores in September, and the follow-up to the singer’s perfumes Heat and Heat Rush — features notes of pear blossom, peony, midnight blooming jasmine, Madagascar vanilla and for the first time in a fragrance, bluebird orchid.

“Pulse is a fragrance you can wear all the time,” Beyoncé tells PEOPLE exclusively. “I love the idea of a signature scent that lets a woman leave her mark wherever she goes, so I always try to make my scents appropriate for any occasion.” The fragrance comes in an upside-down chrome-and-blue bottle, neatly tucked into a holographic carton. The bottle’s topper, a chrome cap, was inspired by her stage costumes. “I love [that] because it incorporates fashion into the overall design,” Beyoncé said in a statement. The print ad was photographed by Lionel Gasperini, and the TV commercial was shot by Jake Nava, who directed the singer’s “Single Ladies” video and her Heat Commercial. Edited by Beyoncé, it’s set to the first single from her new album “4″