Curious Britney Spears Positioned As Scent For Daring Women
This article was originally published in The Rose Sheet
Executive Summary
Curious Britney Spears will debut in late September backed by a print and TV ad campaign featuring the singer, Elizabeth Arden announced June 10
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Curious Britney Spears will debut in late September backed by a print and TV ad campaign featuring the singer, Elizabeth Arden announced June 10. Print ads, shot by Patrick Demarchelier, will break at the time of the launch, while the TV spots will begin airing during the holidays, the firm said. Spears also will appear in stores to promote the fragrance this fall. The scent is positioned as a fragrance for daring, curious women who seek to live outside their "comfort zone," Arden said. Elizabeth Arden President Paul West noted Spears "appeals to a young and international consumer base" that represents the scent's target audience, women ages 15-30. Curious Britney Spears, "an exhilarating white floral wrapped in the sensuality of vanilla-infused musk," opens to notes of Louisiana magnolia, golden Anjou pear and lotus flower. The heart features early morning tuberose, star jasmine and pink cyclamen. The scent dries down to vanilla-infused musk, sandalwood and blonde woods. The fragrance was created by Quest's Claude Dir, in consultation with perfumer Ann Gottlieb, Arden said. The scent is housed in an azure glass bottle with two pink heart-shaped charms attached. Outer packaging features pink, azure and matte black shades. A 1.7 oz. eau de parfum will cost $39.50, while the 3.3 oz. version, which also comes with an atomizer, will retail for $49.50. Ancillaries include Deliciously Whipped! Body Souffle ($24), Lather Me Up! Shower Gel ($20) and Write On! Perfumed Shimmer Stick ($20). The fragrance will launch in Arden's full 2,000-door distribution, including Macy's, Robinsons-May and Nordstrom. Curious is the first product to roll out under the Britney brand. A follow up scent is planned, but details have not been finalized, according to Arden. The company signed an exclusive global licensing agreement with Spears to develop a line of fragrance, skin care, and color cosmetics products in March. The deal was facilitated by Brand Sense Marketing, a Los Angeles-based marketing and licensing company (1 (Also see "Arden Looks To Pop Diva Britney Spears To Record Strong Fragrance Sales" - HBW Insight, 15 Mar, 2004.), p 3). |