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.Fantasy will be available in 1,800 U.S. department store doors in September. The target market for the scent is 18- to 30-year-olds, although Steele is quick to point out that the brand has fans "well into their 30s."
The Fantasy collection will consist of eaux de parfum in two sizes, 1.7 oz. for $45 and 3.3 oz. for $55. Ancillaries, available in October, are a 6.8-oz. Body Souffle, $25, and ColorKit, a limited-edition color cosmetics palette that will retail for $25.
TV ads for Fantasy will break first at launch, run for five weeks and return for the holiday selling season, said Steele. In between TV flights, the company will run print advertising, which will break in November fashion, beauty and lifestyle magazines.
In addition to what he terms "traditional venues," Beattie is turning back to one of the strategies that he feels was a key element in the blockbuster success of Curious: a viral Internet campaign. "What resonated with us, both for Curious and now for Fantasy, is that you can't just reach this demographic in a traditional way, because they're not shopping in the same ways that consumers have in the past, and they're not reading the same media as the traditional fragrance consumer."
Instead, said Beattie, this age group lives on the Internet and text-messages constantly, and for the launch of Curious, both strategies were employed. Beattie said that similar strategies are planned for the launch of Fantasy, although he declined to offer specifics, citing competitive concerns.
When Curious launched, Arden previewed the TV ad on its Web site. Curious consumers "crashed our server three times, they were so anxious to see what was going on," said Ron Rolleston, executive vice president of global marketing for Elizabeth Arden, who said that the campaign was being downloaded 500,000 times a day during that period.
"We reached millions of people that way, and created a pent-up demand," said Beattie, who plans to repeat the strategy with the new launch. "The great thing is that the Internet strategy complements the traditional advertising vehicles. It's a much more effective way to leverage the ad spend, and the two reinforce each other."Going forward, said Beattie, "Our objective is to build a family of products, an entire beauty franchise around Britney Spears." While the deal that Arden signed with Spears allows for the possibility of separate color cosmetics and skin care lines, Beattie noted that neither is imminent.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews