She also appeared at Macy's Herald Square to launch the perfume and on The Today Show where she discussed about Heat.

In December 2009, Beyoncé announced that she would release her first fragrance, titled Heat, the following year. Knowles first recorded her version of "Fever" on September 9, 2003 for her film The Fighting Temptations. The fragrance opens with mangosteen, black pepper and Açaí palm as its top notes and later continues with violet petals, Indian Sambac Jasmine and a Brassia Edua Loo orchid as its middle notes before finishing with bourbon vanilla, Australian sandalwood and vetiver as its base notes. A poster for the fragrance was released on July 18, 2012, and shows Beyoncé wearing a purple mini-dress. She additionally stated that her favorite fragrance notes are red vanilla orchid, due to its "sexy" and "spicy" smell, and honeysuckle, due to its "sensual" and "sweet" smell.Mormois discussed his collaboration with Beyoncé on the Heat line, saying: "Beyoncé has always chosen simple and strong concepts for her fragrances. Authority to prescribe an Authority medicine is granted for specific indications and/or for certain patient circumstances. Glamour 's Leanne Bayley praised the fact that Beyoncé "bottled up her sexiness in one chic bottle" with the fragrance. The collection was also released in Canada and Latin America in February 2010 with additional global distribution in Europe, Asia and Australia in August 2010. The secondary packaging celebrates the "beauty and sensuality" of the fragrance intertwined with black organza and finished with a gold logo and an emblematic B standing for Beyoncé.

Released on television channels in December 2009, the commercial is set to Beyoncé's cover version of "Fever" (2010) playing in the background.Trey Laird was the executive creative director, while Hans Dorsinville was the creative director of the video.