Beyoncé Releases Ad for New Perfume Rise

The singer rises out of a golden dustbowl in promo video for third fragrance.

Posted: 02/06/2014 10:27 AM EST
Beyonce, Rise

Beyoncé is releasing the latest scent in her fragrance collection, Rise, and the singer is going for the gold in promoting her newest perfume. In the promo video for Rise, which was inspired by a Maya Angelou poem and shot by Jake Nava, Bey is drizzled in gold as she rises out of a glittering dustbowl.

"You can let yourself disappear, or you can stir things up," she says in the video. "Never settle, shake loose. Embrace the elements. Because from now on, you will always Rise!"

Beyoncé collaborated with Loc Dong, a perfumer at International Flavors and Fragrances, for the scent. With a mixture of sexy, floral notes like gold symphony orchid, freesia blossom, natural jasmine sambac, Italian bergamot, golden apricot and iced basil sorbet, Rise is said to be "a little bit more intimate and personal" than her previous perfumes, Pulse and Heat. According to the press release, the bottle was designed in gold because to Bey that color "symbolizes luminosity, optimism, and strength."

Rise will hit stores this month and will be available in three eau de parfum sizes.


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(Photos: Beyonce Perfums)

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