Heat

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Heat is a perfume endorsed by American singer-songwriter Beyoncé. It was created by her alongside Claude Dir and Olivier Gillotin of the company Givaudan. The product, which was released on February 3, 2010, uses the tagline "catch the fever". The release was promoted with a cover version of "Fever" recorded by Beyoncé and a limited edition extended play (EP) also titled Heat. She also appeared at Macy's Herald Square to launch the perfume and on The Today Show where she discussed about Heat. The fragrance's commercial, directed by director Jake Nava and released in December 2009, spawned controversy for its sexually explicit imagery, and was only allowed nighttime broadcast in the United Kingdom. Macy's sold US$3 million worth of Heat between early February and early March 2010. It received mixed reviews from critics, and it was nominated at several fragrance award ceremonies. Heat was followed by five additional releases: Heat Ultimate Elixir meant to capture a more private side of the entertainer, Heat Rush intended as a daytime fragrance, Midnight Heat, a night fragrance, Heat The Mrs. Carter Show World Tour, a limited product dedicated to the tour of that name, Heat Wild Orchid, a floral update of the original, Heat Kissed, a romantic update of the original and Heat Seduction. Each scent was followed with its own Eau De Parfum release and multiple gift sets. In 2013, in addition to becoming the best-selling celebrity-branded fragrance line, the perfumes went on to become the third best-selling fragrance worldwide with $400 million earned at retail globally.