News broke earlier this week that Bey is releasing her third fragrance, called Pulse. The scent, a citrus, floral gourmand heavy on the orchid, launches in September. The bottle incorporates a lot of chrome, a look that’s echoed in the ads, in whichBeyoncé wears a metallic gown cut down to there. The TV ads were done by director Jake Nava, who also directed the “Single Ladies” video. Coty, the company that produces Beyoncé’s scents, is obviously optimistic about this offering, since her last two killed it at retail–they predict this fragrance will double the size of the franchise.