A few short days ago we reported that Beyonce had teamed up with fragrance maker Coty (J. Lo's "Glow") to release her own perfume in 2010 named after her onstage alter ego, Sasha Fierce...well not if Abercrombie has it's way.

"The superstar singer described her new scent as "an alluring and sophisticated fragrance; one that's refelective of my inner power."

Abercrombie said the whole thing stinks.

Within hours of Tuesday's announcement, Abercrombie filed suit in federal court in Columbus, asking a judge to stop Knowles and accusing her of trademark infringement, unfair competition and deceptive trade practices because it already sells a men's cologne called Fierce.

The $40 cologne comes in a bottle featuring the standard Abercrombie and Fitch branding: a ripped male torso. Store employees spritz stacks of clothing with it.

The company said it has sold $190 million worth of Fierce since 2002 and Knowles' perfume plan "poses a likelihood of confusion" for consumers and could cost them sales.

Abercrombie said its attorneys sent Knowles a cease-and-desist letter but she had not backed off.

Knowles, whose 2008 album called "I am ... Sasha Fierce" went platinum, already sells a line of clothing called Dereon that includes earrings and pendants spelling out the word Fierce." (Source: NY Daily News)

A men's cologne called "Fierce?" $190 million in sales for a men's cologne called "Fierce?" Maybe the world really is changing. On another note I really doubt men will confuse a women's perfume called "Sasha Fierce" with a men's cologne called "Fierce."