Wednesday, February 17, 2010

PERFUMism: What Will be the Talk of Town Soon

Today is a very special day! Contrary to many others, I don't usually broadcast what I'm doing outside the scope of Perfume Shrine on these pages. But today is an exception because it is beyond the merely personal and it embraces the community. I have been working alongside two dedicated people on a common cause which is groundbreaking, innovative and will hopefully rekindle the discourse on the genuine love of perfumery and help the industry take notice.

PERFUMism.com is a new platform, totally uncommercial, completely independent, and utterly respectful to those who will partake of its content. It is unlike anything else that exists in the perfume community today in that it aims to communicate serious thoughts on scents and the people involved with them (we have invited acclaimed perfumers, industry insiders, distributors and exhibitors) beyond the overused concept of niche and "art" which is brandished like the latest It-bag in the blogosphere and the discussion fora. Art will feature naturally too, but will it be a pretentious facade to make money or stroke fragile egoes? No, most assuredly not! We're totally against vanity projects!

PERFUMism is a kick in the groin in that it will tell truths! It will not fear, it will not hold back, it will not mollify or caress ears and will question everything! Along with mme Rebecca Veuillet-Gallot, the renowned author of Le Guide du Parfum and the Patricia de Nicolai Parisian boutique-keeper, and Andy Tauer, the well-loved artisan perfumer who financed this new platform, we have been brainstorming on making a difference in the industry. With our passion and with the fertile discourse which you are invited to provide, we hope to effectuate the changes which we have been all praying for for a long while now...
So, without further ado, you're invited to check out the PERFUMism site, to leave a message at the ShoutBox (on the right hand corner, please leave a comment if you feel like it), take a tour and see if something catches your eye, and to subscribe ~entirely for FREE~ to our quarterly newsletter for news and press. Just click the link! There is also a Facebook page and a Twitter page, from where you can follow us.

My personal aim in participating on PERFUMism is to get a powerful message across that perfumery shouldn't be exploited as the new "It" money-maker, but as the only refuge of sensualists in an increasingly sensory-deprived and sterilised world! I am leaving you with a couple of words by Andy which resonate his thought-process behind this innovative concept championing true art in perfumery: "I am finally here, at the starting point, of something new and exciting, collaborative and driven by the quest to move. I am finally here, and I can make a statement. I am not niche! And now, we will start inviting others to join us. We are not many, but we are the few who will make a difference. That's what PERFUMism is about: Making a difference in the world of perfumes".

Tuesday, February 16, 2010

Parfums Isabey Fleur Nocturne: new fragrance

Isabey has just launched Fleur Nocturne, a modern version of a 1925 Isabey fragrance called Bleu de Chine. The fragrance, inspired by a world of crystal and amethyst, was entrusted to acclaimed French perfumer Jean Jacques, who envisioned an exceptionally rich floral bouquet with fruity, white flowers.

According to the official information the top note of Fleur Nocturne consisting of mandarin, mixed with apricot blossoms and white peach, instantly gives you the feeling that you are holding in your hands a perfume of exceptional, noble and valuable ingredients. The fragrance then plunges into a heart of jasmine, gardenia and magnolia, with a quality which is very rarely found today. The base leaves a strong wake of extraordinary elegance with a sunny chord of vanilla and patchouli.

Fleur Nocturne by Parfums Isabey will be available in a bottle of 50ml of Eau de Parfum for 129 euros.

Related reading on Perfume Shrine: Interview with perfumer Jean Jacques

Monday, February 15, 2010

Guerlain Tonka Imperiale: fragrance review & draw

"From his brown and golden fur
Comes such sweet fragrance that one night
I was perfumed with it because
I caressed him once, once only".
Thus writes Charles Baudelaire in his poem Le Chat (The Cat) defining the tamer interpretation of le parfum fourrure ("fur coat perfume"; for more info on this concept please refer to this article and this one). That feeling could equally well apply to the newest Guerlain exclusive, Tonka Impériale (Imperial Tonka). That is, if you rolled your cat onto caramel and roasted almond powder, assuming via some paradox of nature this feline was sympathetic to humans' desserts and borderline torturous treatment! Tonka Impériale is such a strange and compeling dessert following the manner of la grande patiserrie chez Guerlain, but also underscoring the composition with alternating sweetness & bitterness, luscious deep backgrounds and the multi-faceted nuances of one of the most prized materials of classic Guerlains, tonka bean.

Tonka, with its rich coumarin load, takes pride of place in the notorious Guerlinade, the common "thread" which characterises some of the classic scents of the house, so an étude on this material within a line which focuses on new spins on standardised materials (L’Art et la Matière within Guerlain's boutique scents portfolio) was a natural. Rather in reverse to what Liszt did to Paganini's motifs however, Thierry Wasser, the in-house perfumer at Guerlain who also composed Tonka Impériale assisted by art director Sylvaine Delacourte, subtracts elements from the classical Guerlains to render a purer, more direct and insistent message, like abstract art interpreting an idea of the Baroque Masters. The fragrance doesn't waver or develop, but manages to appear modern while retaining the luxurious and saturated quality of the old creations. A solinote on this material was sorely lacking for a house who has made it the sine qua non of their olfactory tradition and this new offering is salivatingly tempting, even for non gourmand-following folks!

Tonka bean (coming from the South American tree dipteryx odorata) is an exceptional and costly material that presents fascinating facets of culinary delights; from aniseed and licorice notes as well as macaroons, salty toffees and blond tobacco all the way to hay and toasted bread. The comforting factor these facets naturally exude is here coupled to an overdose of rosemary (according to Olfactorum and Esprit de Parfum). The pairing is logical: the almost salty, andorgynous end of tonka is close to culinary herbs. But the comfort factor should in no way evoke an Earth Mother type! In a way this is a modern play on the unisex idea of Jicky: the fougère nuance of lavender (here replaced by rosemary) played on the more langoruous scale of a semi-oriental thanks to the vanillic base (here the more honeyed, caramel and woody tonalities are accentuated). But it will also remind to some the honeyed veil (mimosa, orange flower, heliotropin) of L'Heure Bleue and its bittersweet harmony. Like every great groumand oriental that respects itself, it is also a little bit "poisonous" thanks to the coumarin.

The effect materialising in Tonka Impériale is an amazingly restrained and balanced oriental gourmand (much more in check, less boozy than Spiritueuse Double Vanille; equally delicious and wearable to Cuir Beluga) that I voted for with my Visa, as you can see from my photographs. Wearing it on winter sweaters and scarfs (where it clings for days radiating seductively) is akin to getting caressed by a honey mink étole while smelling fine cigars in a salon de thé serving the most delicious almond pralines on panacotta. Those who would be intellectually intrigued to see Guerlain spin a David Hockney and who keep their lava lamp close by will be left critisizing Guerlain for bourgeoiserie. Those who appreciate keeping the heritage alive will embrace Tonka Impériale with enthusiasm.

Notes for Guerlain Tonka Impériale: rose, orange blossom, rosemary, honey, gingerbread, almond, tonka bean, hay, tobacco, amber, vanilla
Tonka Impériale is available exclusively at Guerlain boutiques & spaces at 168 euros/230$ for 75ml of Eau de Parfum, from February 1st.

For our readers, to give them a chance to try this fabulous new fragrance, a big sample will be handed out to one lucky winner. Draw is now closed, thanks for participating!

All photographs by Elena Vosnaki/Perfumeshrine. Click to enlarge.

Sunday, February 14, 2010

The winner of the draw...

...for the La Via del Profumo fragrance is Aroseisarose. Please email me using the contact on the Profile page with your particulars so I have this in the mail for you soon.
Thanks to everyone for the enthusiastic participation and till the next one!

Thursday, February 11, 2010

New Look & Open Poll


Exactly 63 years ago today, Christian Dior's New Look was introduced on February 12, 1947. The two lines of designs Dior had presented were code-named "Corolla" and "Eight" (including the new "Bar suit" silhouette) but the "New Look" catch-phrase which immortalised this particular silhouette came after Harper's Bazaar 's editor-in-chief Carmel Snow exclaimed after seeing the collection: "It's such a New Look!"


The New Look relied on a signature shape of below-mid-calf length, full-skirt, large bust (unheard of at least since 1912), and small waist. With it came a reprised feminity that had been romanticized anew after the vagaries of the war which had made women more dynamic-looking. And of course the perfumes followed, with the secretly naughty Miss Dior, the fruity chypre Diorama and the radiant Diorissimo in the designer's name, all through others which came in the 1950s and early 1960s by Balmain, Balenciaga, Lentheric, Carven et al, defining an era of petticoat crinolines underneath stiff taffeta whish-whashing their way down the Technicolour avenues of the everyday life. Metaphorically, as well as literally, the style demanded a certain demeanour from its wearer who had to exude some restraint and heaps of natural elegance.

So on to you: Which perfumes do you consider New-Look-compliant and which do you love out of this group?

Photo of Renee sporting the New Look by Dior at Place de la Concorde, Paris 1947, by Richard Avedon. Photo of New Look design via buctopia blog.

Alexander McQueen: 1969-2010


WhokilledBambie had mentioned something like: "Death and taxes are certain, but death isn't an annual event". The news is sad indeed this year, as Alexander McQueen, one of the pre-eminent avant-garde fashion designers of the 90s and 00s just died... following his muse Isabella Blow to the grave.
"British fashion designer Alexander McQueen has been found dead after taking his own life. The 40-year-old committed suicide just three years after his close friend, Isabella Blow - who plucked him from obscurity and helped him become a star - killed herself. A source at McQueen’s office this afternoon confirmed his death, saying: ‘It is a tragic loss. We are not making a comment at this time out of respect for the McQueen family.’"

Read the rest on this article and more perspectives on this one.

Let's proclaim this a Kingdom day in his honour!

Photo of Alexander Mcqueen and Isabella Blow by David Lachappelle via pdngallery.com

Prada Infusion de Tubereuse & Infusion de Vetiver: new fragrances

It was only last year that Prada decided to augment her uber-successful Infusion d'Iris brand with a seasonal Infusion Éphémère Collection (Ephemeral Infusion Collection), launching the soapy clean Infusion de Fleur d'Oranger in a fancy designed packaging that married art-deco motifs with the signature Prada pistachio green of the original "infusion". The limited edition suite was originally scheduled to offer fragrances meant to stick around as long as the summer fruits on the trees. After a few months the scents would be pulled off the shelves... This year Prada continues with the plan, offering two limited editions: Infusion de Tubéreuse for women and Infusion de Vetiver for men, again packaged in mosaic wrappers that will have deco-maniacs discussing their respective merits. The more geometrical masculine relies on hexagons of nuanced sombre colours, while the feminine one was based on an old print in the Prada textile archives, where the petals of the flower seem immersed in ink and pressed in a dégradé manner on the carton. I especially like a small details: the caps are "dressed" in the same material so as to co-ordinate!

Initial previews want the tuberose version to be really soft, with a piquant opening and a beautiful progression which doesn't remind one too much of Infusion d'Iris, in the manner that Infusion de Fleurs d'Oranger did (one of the moot points as per many consumers). We will update with reviews of the vetiver one as available.

Prada Infusion de Tubéreuse for women is a blend of notes of Indian tuberose, petitgrain bigararde, Italian blood orange and dynamone. Prada Infusion de Vetiver for men is featuring notes of tarragon, vetiver, Madagascan pepper and purple ginger.
Both Prada scents will be vailable April 1st 2010 onwards. They will retail at €67 for 50mls for the female scent and at €53 for 50ml for the masculine version, at major department stores.

Related reading on Perfume Shrine: Prada news & reviews, Upcoming releases

Pic via beaut.ie & sincere thanks to my lovely source ;)

Monday, February 8, 2010

La Via del Profumo Mecca Balsam: fragrance review & bottle giveaway

O Marvel! a garden amidst the flames.
My heart has become capable of every form:
it is a pasture for gazelles and a convent for Christian monks,
and a temple for idols and the pilgrim's Kaa'ba,
and the tables of the Torah and the book of the Quran.
I follow the religion of Love: whatever way Love's camels take,
that is my religion and my faith.
~Ibn al-`Arabi, Tarjuman al-Ashwaq, in The Mystics of Islam, translated by Reynold A Nicholson

Mecca balsam 4
Balsamo della Mecca, or Mecca Balsam in English, is the latest all-naturals fragrance developed by perfumer Dominique Dubrana, whose nom de guerre is Abdes Salaam. It was inspired by a trip the perfumer took to Mecca during Hajj. Salaam parallels the aromata invading the streets of Mecca with a river carrying labdanum, franincense,benzoin and agarwood, and which pours to the street 5 times a day along with the pilgrims who walk up to the great mosque. Accordingly Balsamo della Mecca/Mecca Balsam contains autocthone notes of: cistus labdanum, frankincense, benzoin, agarwood, tonka bean, tobacco, Indian tuberose and Damask rose.

Mecca Balsam 2
The olfactory landscape of Arabia and Mecca in particular is unusual for a westerner, the proflugation of scents unforgettable, the catchartic ritual requiring the lavish use of perfumes up till taking the simple white dress of Ihram... This aromatic ambience was recreated through the artistry of one of the best all-naturals illusioninsts of this world, Dominique Dubrana of La Via del Profumo, an Italian niche line which includes the esoterically-named "Scents of the Soul". Regular readers will recall how the vetiver-infused Samurai as well as the euphorically tangy neroli marvel Morning Blossom have occupied these pages in the past. This time Salaam was most generous in offering one full-size bottle of the latest fragrance to one of our readers, which I took some liberties in photographing for your enjoyement (So if you want to win, you know what to do, leave a comment!)

Mecca Balsam 3

Comparing Mecca Balsam to other scents
, one would be inclined to classify it alongside the rich ambience of Amouage oriental attars (Amouage attar Tribute isn't at all foreign to this idea) with their majestic sweep and incredible lasting power. Even though most all-naturals have a more fleeting appearence, some of these base-heavy Arabian inspired compositions, such as Mecca Balsam, anchor themselves with conviction through the marriage of resinous and balsamic touches.

Indeed Mecca Balsam feels like it is all base, all depth, all the time! Its wonderful, smoky-ambery leather core is comprised mainly of labdanum and incense (both benzoin and frankincense for the latter; interpolating warm and cool, sweet and sour respectively) and these two notes reverberate throughout the duration of the fragrance on the skin almost audibly, such is their bass & drum dynamics! Lovers of the shredded tobacco and "cola" effect (due to the synergy of tonka bean and the balsams) that hides in the heart of classic orientals such as Youth Dew, Tabu and the percursor Coty's L'Origan, or more modern interpretations such as YSL's Opium, Escada Collection and even Eau d'Italie's Paestum Rose (with its root beer vibe), will be delighted to find a replicable effect in Mecca Balsam. These would also provide great layering partners in lotion form, to traject the tracks into the night. Aficionados of the mini-cult that is Madame X by Ava Luxe will find in Mecca Balsam a luxurious upgrade using only the finest ingredients.
Even though agarwood (oud) is mentioned within the notes, its inclusion is not the -be-all-end-all of the presentation like it is with several Montale oud fragrances or indeed some of the other "ouds", such as By Kilian or Tom Ford's. Instead working its magic in the wings, it only hints at its presence, as do the precious flowers (rose and tuberose). Mecca Balsam could be worn by both sexes with ease and is sure to create both a warming, reassuring ambience around you as well as a pulling, sexy effect that won't go unnoticed.

Photobucket
Balsamo della Mecca/Mecca Balsam is available directly from La Via del Profumo in 16ml bottles (for €34,17) or 55ml (for €91,67) of Eau de Parfum.

This is the actual bottle that will be given to one lucky reader, courtesy of Profumo.it. State your interest in the comments! (Draw is now closed, thanks for participating).

Related reading on Perfume Shrine: Labdanum, an important material, Abdes Salaam/Profumo.it scents, Scents with leather notes, Labdanum scents and info

All photographs © by Elena Vosnaki/Perfume Shrine.

Update on Lutens discontinuations

A sense of panic ensued when we broke the news of Serge Lutens discontinuations the other day and quite justifiably, I'd wager. It's not everyday that an iconic niche line known for their attention to detail needs to halt one of their lauded fragrances. I feel like I need to assuage the fears a little bit and at the same time implement the news with something a little disheartening again, since another source (thanks!) informed me of the following interesting facts:

The discontinuations are planned for the export line only, meaning it's basically a US-discontinuation (my original source was of American interests): the four export fragrances will revert to their alma mater, Les Salons du Palais Royal, thus becoming Paris exclusives (much as Miel de Bois currently is) but the important thing is that apart from Miel de Bois, Chypre Rouge, and Douce Amère the fourth is Santal Blanc and NOT Clair de Musc! This puts a new spin on things, as Clair de Musc had us all wonder why it was getting axed. Of course in a way this last bit of news is even worse, as Santal Blanc is a seriously lovely, quite underrated fragrance and one which cannot be easily found on other price points... Luckily the discontinuations will take place at a further date (supposedly next year), so there is still time to stock up if needed.

Friday, February 5, 2010

Ayala Moriel Launches Frangipanni Gloves to Benefit Bloedel Floral Conservatory

On 01.02.2010, Ayala Moriel Parfums launched Frangipanni Gloves, a limited edition natural perfume, in honour of Bloedel Floral Conservatory.
Three bottles were donated to Rumble in the Jungle Gala, organized by Friends of Bloedel on January 30th, 2010.
The Story of Frangipanni Gloves:
Ayala Sender, chief perfumer and founder of Ayala Moriel Parfums, tells how the perfume came to be: "It was one of those indecisive April days, alternating between cloudy and warm, and pouring rain. For a while, I sought refuge inside the glass dome that housed tropical birds & flowers, and that's where I found a blooming fangipani tree in Vancouver for the first time". It is thanks to this tropical gem at the heart of Vancouver that Ayala was able to find a real, living frangipanni flower for reference, and was able to recreate the scent of fragipani flowers using pure botanical essences.
Frangipanni Gloves* is a perfume that layers a whiff of frangipanni flowers with the leathery-powdery undertones of suede perfumed gloves of Victorian era. This tropical white floral perfume has an intoxicating yet delicate aroma, sweet and humid, underlined with suede-leather nuances and a hint of spice.
The City of Vancouver has cut its funding to sustain the conservatory and it is scheduled to close March 1st, 2010. This will leave tens of tropical birds and plants homeless, and is a huge loss for the people of Vancouver! Proceeds from sales of Frangipanni Gloves go to the Bloedel Floral Conservatory in Queen Elizabeth Park in Vancouver: When you purchase Frangipanni Gloves (click the link) you are also helping this cause: Ayala will be donating $50 for every 9ml bottle and $30 for each mini bottle to the conservatory in hopes that it will prevent it from shutting down, so that you too can enjoy the scent of the living frangipanni flowers.

* "Frangipanni" was a name of a mid 19th century Italian marquis who invented the method to perfume gloves. The Frangipanni gloves were soft suede gloves and became very popular among aristocrats in Victorian times. They were scented with a blend of various spices, flowers and roots (orris, jasmine among others) . It was only later on that the flower with the same scent (Plumeria alba) was discovered in the South America by Franciscan traveller Charles Plumier.

info via press release, pic by saunderse at flickr, some rights reserved

Thursday, February 4, 2010

Joan of Arc & Egyptian Mummies: Tied by Scent

Some of the most fascinating scopes of the smell-study do not revolve around commercial fragrances at all. One area which provides us with phenomenal and astounding observations on the role of smell is history & archeology; especially when it has to do with legendary figures.
Dr Philippe Charlier, a paleopathologist (that is, a medical expert on the ailments of prehistoric times) and medicine historian at Lille II and Paris VII universities as well as a forensic scientist at the Raymond Poincaré Hospital in Paris, has come up with an astonishing revelation: That the last remains of Jeanne D'Arc or Joan of Arc, preserved by the church as holy relics, were a hoax: in fact the lot consisted of the remnants of an Egyptian mummy!

The discovery dates to April 2007 actually, but the more impressive point is the way in which he came up to this conclusion: through smell. The scent of the remains and the essences used to embalm the dead in ancient times gave priceless clues.

A group of 20 researchers examined the reputed Joan of Arc remains at Tours (Indre-et-Loire) for months: There was a piece of a human rib ~ blackened on the surface as if charred, minor bone remnants, wood & solid matter and some linen tissue measuring 15cm. The lot surfaced in 1867 in a jar in the attic of a Paris pharmacy. They were labelled "Remains found under the stake of Joan of Arc, virgin of Orleans" and were later officially recognized by the Vatican as being authentic. What put the team of researchers into the right track nevertheless were some smart observations.

First, the remains did not appear burnt but rather embalmed. Microscopic examination revealed several pine pollen stigmata (of a type not inherent in Normandy) which are a common occurence in the resin used for embalming in Egypt. The linen tissue was chronologised via the Carbon-14 method (a destructive method, said in passing, hence its use only on the piece of linen) to the Upper Egyptian epoch of 3rd to 6th centuries BC.
Furthermore, one of the bones was actually a cat's femur. Now cats were sacrified in the pyre alongside witches during the times of witch-hunting, but they were also embalmed alongside their owners during the Egyptian times! Another clue was the labeling itself: it recalled the style and syntax patterns of the 19th century, not the 15th century when Jeanne's remains would have been amassed and preserved after her cremation at Rouen in 1431. This coincided historically with the rediscovery of the myth of Joan of Arc which happened around 1867; up till that point she had been neither canonised nor were she acknoledged as a national emblem. The supposed discovery of her remains gave substance to the legend in an era of fervent French nationalism.
The objects could have been amassed easily indeed within the inventory of a Parisian doctor or apothecary of the 1860s. Powdered mummies were routinely prescribed ever since the Middle-Ages for all sort of ailments, from stomach aches to pain due to menstruation. Even the king François 1er was known to be carrying a bit of the powder in a locket around his neck for emergencies. The cat's femur could have been a fraud on its own: an apothecary trying to pass an embalmed cat as part of an Egyptian human mummy worth its weight in gold!

Therefore, the seed of the idea that the lot was actually a major historical hoax was firmly planted. It remained to be amply justified and proven.
To that end a novel approach was opted for: "We wanted a professional nose to confirm the smell [of the relics] and identify what molecules [the smells] might be," Charlier said. Fragrance experts Sylvaine Delacourte, of Guerlain, and Jean-Michel Duriez, of Jean Patou, were called for, seperately*, to determine by smell what were the essences used and to compare and contrast with known substances at the laboratory of Dr Philippe Charlier.
According to Sylvaine Delacourte, who publicized this magnificent adventure on her blog in French, the adventure was originally aimed for something completely different: Smelling the embalmed hearts of French kings at the Basilique de Saint Denis so as to determine the essences used, but when permission was not granted for that, the mission turned to other relics to which access had been granted: Those of Jeanne D'Arc! According to mme Delacourte, the specimens smelled for cross-comparing purposes for this mission were: *Ashes of Agnès Sorel (smelling of vanilla) *hair lock from a necropolis at Ica in Peru (which smelled of licorice!) *hair lock from a woman of a Beauvais convent *remains of an Egyptian mummy and *the supposed remains of Jeanne D’Arc/Joan of Arc.

Both Sylvaine and Duriez identified soft, balsamic odours emitting from the remains. Specifically there was clearly identifiable vanilla and burnt plaster (made of sulfate of calcium), both of which coincided with the hypothesis of Dr.Charlier. Vanillin (a constituent of vanilla) is a common smell produced by corpse decomposition ~hence the "sweet smell of death"!~ and is routinely witnessed in Egyptian mummies, but it is never a product occuring in victims of pyres. The burnt plaster on the other hand seems to have been a deliberate "planting": Joan of Arc was reputed to have been cremated tied not to a piece of wood, as was the custom, but on a piece of plaster so as to prolong the agony...But it was the vanilla that didn't fit!
Anastasia Tsaliki, an expert in ancient diseases at Britain's University of Durham, said she was impressed with Charlier's detective work: "It is a fascinating project and shows how forensic methods can be combined with tools used in archaeometry [the study of archaeological materials] and archaeobotany [the study of ancient plants] and osteology [the study of bones]," she told the journal Nature. [source] And archeo-sniffing I might add. Sometimes smell really is a forgotten sense!

What is even more promising is that mme Delacourte was invited on another such expedition, this time involving headspace technology, which she promises to recount to us soon. Can't reveal more, but it is sure to amaze just as this one!

*According to the article on Future Sciences recounting the results, while according to Sylvaine herself she had the idea of inviting Duriez because they're friends and she trusts his expertise.


Part of the info comes from Jean Etienne's article, appearing on Future Sciences. Translation by Elena Vosnaki @ Perfume Shrine.

Painting Joan of Arc in Prayer by John Everett Millet. Jean d'Arc remains via Futura Sciences. Egyptian mummy via the Smithsonian blogs

Wednesday, February 3, 2010

Optical Scentsibilities: Beyonce chanelling Cindy Crawford?



Beyonce is directed into emulating Cindy Crawford (and a crop of other top models who appeared in George Michael's Freedom along with the heat and fire visuals) in this commercial for her first celebrity fragrance, Heat by Beyonce.
Compare with the original video-clip below (especially around 2:58 and onwards) and...go have a lie down.

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