A representative of Aguilera’s manager, Irving Azoff, reached in Los Angeles Thursday confirmed that the pop diva did not renew her contract with New Dana Perfumes Corp. which markets the teen brand.
Tony Wesley, chief financial officer of New Dana said, “It was mutually agreed to terminate the contract so that both parties could pursue new directions.”
Aguilera signed on as a partner for the Fetish cosmetics line in early 2000 as the brand was being relaunched under its new owners. Initially, she helped develop new products, including designs for fake nails and cosmetics shades. As part of the deal, the grammy winner also got to sign off on new packaging and advertising. But not long into the arrangement Aguilera seemed to lose interest. New Dana management struggled to reach the traveling singer and she also declined media interviews to promote the brand that touted her name — Fetish by Christina Aguilera.
Former New Dana president Bob Bartlett — who left the company in February 2001 — had been responsible for signing Aguilera. He believed the brand could get a heady boost through a celebrity endorsement.
In June 2000 Aguilera attended a National Association of Chain Drug Stores trade show to promote her affiliation with Fetish, which was also expected to be expanded into bath and body and fragrance items. For two hours she signed autographs and passed out posters. Yet while retailers clamored for a glimpse of the young star, they were reticent to take on a brand that hinged on such a trendy personality. The two biggest supporters of Fetish have been Sears and Walgreens. And then last August, Sears announced it was getting out of the cosmetics business.
New Dana is now working on a new marketing plan for the brand.