NEW YORK — Britney Spears has gone from being Curious to having a Fantasy — and Elizabeth Arden executives hope that her fans will make the leap along with her.
The pop princess' sophomore fragrance, Fantasy Britney Spears, will hit U.S. department store counters in September, and will be bolstered with advertising not only for Fantasy, but also with a new round of promotion for her initial effort, the best-selling Curious Britney Spears.
Curious is said to have done $30 million at retail in its first three months on counter, and Elizabeth Arden, Spears' fragrance licensee, clearly has similar hopes for Fantasy. Arden chairman and chief executive officer E. Scott Beattie declined to comment on numbers, simply saying that he wants a number-one ranking for Fantasy and plans to make every effort to keep Curious in the top 10. A number-one ranking for Fantasy would put it in the $30 million at retail range for the fall season, and to stay in the top 10, Curious will need to maintain retail sales of at least $30 million for the year.
One way the brand will do that, noted Tamara Steele, senior vice president of marketing, fragrance for Elizabeth Arden, is to strongly differentiate the personality differences between the brands — and to spend heavily against both, running TV and print for both scents. None of the executives would comment on that budget, although it is said to be upward of $15 million between the two.
"Our aim with Fantasy is to capture Britney in a new phase of her life," said Steele. "Curious was about taking chances, being rebellious, bold and young. Fantasy is more romantic and sexy. Now that Britney is married and starting a family, it's time for a more seductive, elusive fragrance. We're developing brand concepts that resonate with consumers."
The Fantasy juice, developed by Ann Gottlieb and Givaudan, has top notes of red lychee, golden quince and exotic kiwi; a heart of cupcake accord, jasmine petals and white chocolate orchid, and a drydown of creamy musk, orris root and sensual woods.
Its bottle, designed by Jean Antretter, is a fuchsia orb studded with pale green Swarovski crystals, with a neck of interlocking rings meant to symbolize the pursuit of everlasting love and a cap of transparent fuchsia.
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