Britney, Arden Hit $300 Million Mark NEW YORK — Say what you will about pop princess Britney Spears, but you can't accuse her of not moving product.
Spears and her fragrance licensee, Elizabeth Arden, held a get-together for retailers and beauty editors at the Hudson Hotel here on Monday afternoon, celebrating more than $300 million in global retail sales — and more than 10 million units sold — since Spears' first fragrance, Curious Britney Spears, was launched in September 2004.
Fantasy Britney Spears followed last September (the same month that Spears gave birth to her first child, Sean Preston Federline).
The latest scent to join the family, In Control Curious, a flanker to the first scent, entered stores in mid-April. "We've just rolled it out, and right now the Curious franchise is number one in our doors," said Pam Netti, field sales director for Macy's East, adding that In Control is accounting for somewhere between 60 and 70 percent of the franchise's business at present. Spears' Fantasy scent is in the top five in her doors, noted Netti. According to Arden executives, the launch of a flanker for Fantasy is being planned for October or November.
Clad in a black flutter-sleeved dress and cork and black patent Christian Louboutin sandals, Spears noted that, while she loves all of the scents, In Control is her favorite. When asked if she's looking at launching a clothing line to complement her successful fragrance license, Spears demurred. "Maybe one day, but the fragrances are keeping me busy for now," she said. "Maybe in a few years." That doesn't stop her from ogling other apparel, however: "I love Gucci, Dolce and Gabbana, Prada — all kinds of things," she said with a smile.
Scott Beattie, chairman and chief executive officer of Elizabeth Arden, noted that Spears has "struck a chord with young women everywhere," adding that the Spears franchise has been successful not only in the U.S., but in several international markets, including Australia, Canada and the U.K.
While Spears' original deal was struck not only for fragrance but also for other beauty categories, such as skin care and color cosmetics, Beattie's content to stick to fragrances for right now. "We've come up with a lot of ancillaries which explore different areas, but the fragrances are showing such strength that we're concentrating there for now," he said. As well, a new national print advertising campaign, shot by Ellen von Unwerth, features a seductive shot of Spears promoting In Control. It is breaking in fashion, beauty and lifestyle magazines now.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"