As one of the celebrities spreading their scents worldwide, Beyoncé launched the Emporio Armani Diamonds fragrance back in August. Described as “a gourmand floral, featuring top notes of lychee and raspberry; middle notes of rose, freesia and lily of the valley, and a base of vetiver, cedar wood, patchouli and vanilla,” this airborne toxic event scent should be available everywhere this month. Fine. Some people like perfume – to each her own. It just makes me sneeze. (And I prefer the natural fragrance of female skin anyway … but that’s another subject. Ahem.)
What interests me more than the perfume is the video advertising spot, featuring Beyoncé singing “Diamonds Are a Girl’s Best Friend.”
It’s perfect, really. Name a perfume “Diamonds,” and quicker than you can say “gentlemen prefer blondes,” you evoke riches, glamor and Marilyn Monroe. Now, I’ve heard that Monroe reportedly loved fragrances herself: Once, when asked by a reporter what she wore to bed, she replied, “Chanel No. 5.” (Why was I reading about nude celebrity scandals to find that golden nugget of information, you ask? Purely research! The sacrifices I make to bring the best news to you.)
But Beyoncé has updated nearly everything about the image, and of this I heartily approve. Here’s the video:
It also strikes me that drawing connections between herself and divas of yore is becoming a theme for her. We all know about Dreamgirls, where she emulates not—Diana Ross. And earlier this year, she annoyed anti-smoking groups when her Australian tour was promoted with billboards and ads featuring this (an image originally from one of her CD labels): Hello, Audrey Hepburn! I’m noticing a pattern here. But hey, I’m not complaining. I’m all for invoking sexiness past. And if the Aida thing pans out, we can look forward to Beyoncé in more period wardrobe. What? So that’s not exactly Nubian. It still says “princess, worship me.” Diamonds – well, sparkly things, anyway – really are her best friend.
