Beyoncé Knowles - Other ventures | Philanthropy
Other ventures
Clothing lines
Knowles and her mother introduced House of Deréon, a ready-to-wear contemporary women's fashion line, in 2005. The concept is inspired by three generations of women in their family, with the name Deréon paying tribute to Knowles' grandmother, Agnèz Deréon, who worked as a seamstress. According to Tina Knowles, the overall style of the line best reflects Knowles' taste and style. Launched in 2006, products of House of Deréon received public exhibitions during the group's shows and tours during the Destiny Fulfilled era. The store, which is available across the United States and Canada, sells sportswear, denim along with fur, outerwear and accessories including handbags. Knowles also teamed up with House of Brands, a local shoe company, to produce a range of footwear for House of Deréon.
In 2004, Knowles and her mother founded their family's company Beyond Productions, which provides the licensing and brand management for House of Deréon. In early 2008, they launched Beyoncé Fashion Diva, a mobile game with an online social networking component, featuring House of Deréon. In July 2009, Knowles and her mother launched a new junior apparel label, Sasha Fierce for Deréon, for back-to-school selling. The collection, which is inspired by Knowles' stage presence, consists of sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. The clothing line was picked up by department stores including Macy’s and Dillard’s and specialty stores, Jimmy Jazz and Against All Odds. In May 2010, Knowles teamed up with clothing store C&A to release her Deréon clothing line labeled, Deréon by Beyoncé for C&A. The collection was only made available in Brazilian C&A stores.
Products and endorsements
In 2002, Knowles signed a promotional deal with Pepsi to appear in two television commercials, as well as in radio and Internet advertisements and in-store promotional materials. A 2004 Pepsi television commercial in the theme of "Gladiators" featured Knowles with singers Britney Spears, Pink, and Enrique Iglesias, and the following year with Jennifer Lopez and David Beckham entitled "Samurai". Knowles' range of commercial deals and products also includes beauty care products and perfumes. She has worked with L'Oréal since the age of 18. In 2004, Knowles launched her fragrance, True Star, with Tommy Hilfiger. The commercial for the scent is in black and white and has Knowles singing a cover version of "Wishing on a Star", for which she earned $250,000. The following year, Knowles launched her second fragrance with Hilfiger, True Star Gold. In 2007, Knowles appeared in an advertisement campaign for the Emporio Armani Diamonds fragrance.
In March 2009, Knowles appeared in a television commercial for the Nintendo DS game "Rhythm Heaven". In January 2010, Knowles signed a three-year endorsement deal with Vizio. She also appeared in two television commercials for "Style Savvy", a fashion video game for the Nintendo DS and Nintendo DSi. Five designs from her House of Deréon clothing line were available for download in the game. In February 2010, Knowles launched her first fragrance, Heat. She re-recorded her cover version of "Fever" for the fragrance's television commercial. The commercial was banned from daytime television in the United Kingdom, after it had received 14 viewer complaints. The commercial begins with an image of Knowles appearing to lie naked in a room, had been deemed "too sexually provocative" to be seen by young children and was not shown before 7.30 pm. In February 2011, Knowles launched her second fragrance, Heat Rush. In April 2011, Knowles was sued by US game developer, Gate Five, for more than $100 million, who claimed she "destroyed its] business ... on a whim". Knowles changed her mind about plans for a game called "Starpower: Beyoncé", forcing the company to sack 70 employees the week before Christmas 2010. Knowles' third fragrance, Pulse, was launched in September 2011.
Philanthropy
Knowles and Destiny's Child band mate, Kelly Rowland, along with the former's family, founded the Survivor Foundation, a charitable entity set up to provide transitional housing for 2005 Hurricane Katrina victims and storm evacuees in the Houston, Texas area. The Survivor Foundation extended the philanthropic mission of the Knowles-Rowland Center for Youth, a multi-purpose community outreach facility in downtown Houston. Knowles donated $100,000 to the Gulf Coast Ike Relief Fund, which benefits victims of Hurricane Ike in the Houston area. She is organizing a fund raising benefit for Hurricane Ike relief through the Survivor Foundation. In 2005, music producer David Foster, his daughter Amy Foster-Gillies, and Knowles wrote "Stand Up for Love", which would serve as the anthem of World Children's Day, an event which takes place annually around the world on November 20 to raise awareness and funds for children's causes worldwide. Destiny's Child lent their voices and support as global ambassadors for the 2005 World Children's Day program. Knowles conducted food drives during stops on The Beyoncé Experience tour in Houston on July 14, Atlanta on July 20, Washington, D.C. on August 9, Toronto on August 15, Chicago on August 18, and Los Angeles on September 2, 2006.
On October 4, 2008, Knowles attended the Miami Children's Hospital Diamond Ball & Private Concert at the American Airlines Arena in Miami, where she was inducted into the International Pediatric Hall of Fame. Seven-year-old Ethan Bortnick dedicated and performed "Over the Rainbow" to Knowles. After completing work on Cadillac Records, Knowles donated her entire salary to Phoenix House, an organization of rehabilitation centers around the country. Knowles visited a Brooklyn, New York site in preparation for portraying singer Etta James, who was once addicted to heroin. During this time, she recorded with various artists for "Just Stand Up!", a charity single for the Stand Up to Cancer charity. Joining Knowles on the song was Mariah Carey, Leona Lewis, Rihanna, Leann Rimes and Mary J. Blige, among others. Knowles also teamed up with the "Show Your Helping Hand" hunger relief initiative and General Mills Hamburger Helper. The goal was to help Feeding America deliver more than 3.5 million meals to local food banks. Knowles encouraged her fans to bring non-perishable groceries to her U.S. concert tour stops.
In January 2010, Knowles participated in the Hope for Haiti Now: A Global Benefit for Earthquake Relief. She appeared in London with Jay-Z, Rihanna, and U2's Bono and The Edge, where she performed a piano version of her song "Halo". Knowles was named the official face of the limited edition "Fashion For Haiti" T-shirt by the Council of Fashion Designers of America. The shirt, which reads: "To Haiti With Love", was designed by Peter Arnell, who also created the "Fashion for America" T-shirt which raised $2 million after 9/11.
On March 5, 2010, Knowles and her mother, Tina Knowles, opened the Beyoncé Cosmetology Center at the Brooklyn Phoenix House. The program offers a seven-month cosmetology training course for men and women there. L'Oréal has donated all the products to be used at the center, and Knowles, along with her mother, have pledged to donate $100,000 annually. In April 2011, Knowles joined forces with US First Lady Michelle Obama and the National Association of Broadcasters Education Foundation to help boost her campaign against child obesity. Knowles reworked "Get Me Bodied" (2007) and renamed it "Move Your Body" for the Let’s Move! Flash Workout initiative. On April 9, 2011, an instructional video featuring a group of teenagers dancing to "Move Your Body" was released online. On April 26, 2011, Knowles released a video of her own version of the exercise routine. Following the death of Osama bin Laden, Knowles released a charity single titled, "God Bless the USA", to help raise funds for the New York Police and Fire Widows' and Children's Benefit Fund. The song was originally released in 1984 by country musician Lee Greenwood. Its popularity increased after the September 11 attacks, and it was re-released following the 2003 invasion of Iraq.
