Britney Spears is hitting the fragrance market at least one more time, apparently in hopes of reversing her badly sliding fortunes.
Spears' latest fragrance, Believe Britney Spears, is due out in mid-October, proving that even if the rest of the entertainer's life is in tatters, she's still able to move fragrances — and lots of them. The beleaguered pop princess is said to have sold more than 10 million bottles of fragrance since her first scent, Curious Britney Spears, launched in September 2004. Spears' second scent, Fantasy Britney Spears, was released in September 2005.
Her fragrance licensee, Elizabeth Arden, is obviously hoping that she will do it again — hit the best-selling charts, that is — with Believe.
The scent, by International Flavors and Fragrances, has top notes of guava pulp and golden tangerine; a heart of honeysuckle and linden blossom, and a drydown of patchouli aura, sensual amber and pink pralines.
The collection will include eaux de parfum in three sizes — 1 oz. for $38, 1.7 oz. for $48 and 3.3 oz. for $58 — as well as a 6.8-oz. body soufflé for $25.
The Believe bottle is arguably the most sophisticated of Spears' fragrances. While her first fragrance, Curious, had a playful blue atomizer and her second, Fantasy, was an opaque fuchsia orb studded with lime green rhinestones, Believe's bottle is a pale-peridot glass fashioned into a tasteful faceted shape resembling a triangle. A silver plate with Spears' signature is affixed to the top of the bottle. Believe's outer carton is white with pink, magenta and green metallic dots.
Believe will be sold in about 1,800 department store doors in the U.S., including Macy's, and will also be sold globally. As well, it will be sold online at britneyspearsbelieve.com. It will roll out globally in January.
National advertising, which features a lithe Britney against a background of white birdcages, was shot by Michael Thompson in Santa Monica, Calif., and breaks in October fashion, beauty and lifestyle magazines. Like much of the rest of Spears' life right now, the ad shoot had its own drama —published reports insist that Spears' head was Photoshopped onto another woman's body, a charge which Elizabeth Arden reps vociferously deny."We recently shot Britney Spears for the print campaign for her new fragrance Britney Spears Believe in Santa Monica," said an Arden spokesperson in reply to published reports that stand-in Cayli Cavaco's body was substituted for Spears'. "It is true that Britney did leave the set; however, she returned after a brief time. Cayli was the wardrobe assistant on the shoot. We used her as a stand-in so that we could set up the lighting while Britney was off the set. When Britney returned, we shot the national print ad with her. The only person in the national print ad for Britney's Believe fragrance is Britney Spears."
While the company declined to comment on projected sales or advertising spending, industry sources estimated that Believe would do at least $10 million at retail in the US in its first year on counter, with upward of $6 million expected to be spent on advertising and promotion.
As of now, no personal appearances are slated for the scent, but that could change — it is, after all, Spears' prerogative.
It has been widely reported that Spears is working on a fifth studio album, and her Web site (which proclaims itself to be "under construction") is allowing her fan club to suggest potential names for the release.
Despite the drama in Spears' life, Arden's chief, Scott Beattie, hasn't seemed to be worried about Britney's selling power. During an interview in June, he pointed out that although her sales had dropped off slightly —maybe 10 percent — her fragrance brand continued to hold the number-one spot on the list of leading women's mass market fragrances.
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