In December 2009, Beyoncé Knowles announced that she would release her first fragrance, titled Heat, the next year. Prior to releasing the fragrance, she had collaborated with Tommy Hilfiger on his perfume True Star in 2004 and Giorgio Armani's Diamonds for which she appeared in several promotional campaigns. Knowles created this new fragrance in 2009. The testing of its smell was done by Coty, Inc. and Knowles also presented Heat to her fans during the backstage meetings on her I Am... World Tour. It was released in the United States on February 3, 2010. According to Knowles' official parfum website, Heat is "a captivating fragrance that unleashes a spirited fire within." It was also described as "a unique expression of a woman's powerful sensuality: sexy, elegant yet feminine with an air of mystery", summing up that the fragrance reflects "a self-assured woman, who is not afraid to desire and to be desired." Knowles' official perfume website described Heat as an "alluring and modern fragrance, which embodies a compelling spirit".