Beyoncé is burning up in the print ad and TV commercial, below, for her first fragrance Beyoncé Heat, which goes on sale in February. Industry experts estimate it could do $100 million at retail globally in its first year.

The superstar explained the concept behind the fragrance.

“A lot of my performances have had fire involved, so we thought ‘Heat.’ Also, red is one of my favorite colors, as is gold,” she told WWD. “Everything, from the bottle design to the name and the ideas for the commercials—that’s me.”