NEW YORK — Pop princess Britney Spears is out to prove that she's in control — in the fragrance world, at least.
And she's planning to make that very clear this spring with In Control Curious Britney Spears, a flanker to her first scent, Curious Britney Spears.
"I'm very excited about my new, sexy, limited-edition scent, In Control," Spears said earlier this week. "It's a new twist on my best-selling fragrance, Curious, but with added touches of crème brûlée and midnight orchid that make it so sensual and exotic. It's completely addictive!"
In Control will launch in April. The juice, concocted by Quest's Claude Dir, features a top note of loquat fruit; a heart of midnight orchid, crème brûlée, black vanilla bean and tonka crystals, and a drydown of sugared sandalwood and musk. It is packaged in Curious' signature bottle with an attached atomizer. Rather than the original's pale blue bottle, In Control's version is a deep onyx shade with a pink atomizer and silver accents. The carton is of pink leopard with a zipper motif revealing a black background. One size — a 3.3-oz. bottle for $52.50 — will be sold.
"In Control Curious Britney Spears is a natural brand extension for the Britney Spears beauty franchise," said Ron Rolleston, executive vice president of global marketing for Elizabeth Arden, which licenses the Spears name from Britney Brands Inc. "It represents an evolution for Britney."
The fragrance will be available in about 2,200 department and specialty store doors in the U.S. While neither Spears nor Rolleston would discuss sales projections, industry sources estimated that In Control could do about $15 million in retail sales during its time on counter. Sources estimated that the company would spent about $2 million on advertising and promotion during that time.
A new national print advertising campaign, shot by Ellen von Unwerth, features a seductive shot of Spears. It will break in May fashion, beauty and lifestyle magazines.
While Spears' personal life may be more than a little tumultuous — depending on which tabloid one consults — her fragrance sales have been rock solid. Curious Britney Spears, launched in September 2004, was said to have generated about $30 million at retail in its first three months on counter. Spears and Arden launched a second similarly successful fragrance in the Britney Spears beauty lineup last September, called Fantasy Britney Spears. Like its predecessor, it rose quickly through the ranks and is now said to be ranking number one or two in fragrance sales in the U.S. Spears also unveiled another project that same month: a baby boy, Sean Preston Federline.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast