US. Elizabeth Arden has revealed further details of the first feminine fragrance from Britney Spears.
As previously confirmed on The Moodie Report (12 March 2004), the scent will make its debut in selected doors this autumn, while the full global roll-out is scheduled for spring 2005.
Make-up and skincare products are expected to follow within the next two years.
“Britney is an ideal partner on many counts,” commented Elizabeth Arden president Paul West, when the deal was announced. “”¦Britney has huge appeal both in the US and abroad”¦We’re very excited to be working with her.”
Curious Britney Spears is described as an exhilarating white floral wrapped in vanilla-infused musk. The juice was created by Quest’s Claude Dir, in consultation with Ann Gottlieb.
The fragrance opens on notes of Louisiana magnolia, Anjou pear and lotus flower, leading to a heart of tuberose, star jasmine and pink cyclamen. The base features musk and sandalwood.
The line-up comprises 50ml and 100ml edp sprays, a 200ml Deliciously Whipped! Body Soufflé, a 200ml Lather Me Up! Shower Gel and a 14g Write On! Perfumed Shimmer Stick.
The azure fragrance flacon is faceted and adorned with two pink, heart-shaped charms around the collar. The 100ml version has a retro-chic atomiser.
The outer carton is a metallic pink and azure (reportedly Britney’s two favourite colours), with a matte black outer sleeve.
The recommended domestic price points, ranging from US$20 to US$49.50, reflect the brand’s key target market of 17 to 35-year-olds – somewhat younger than that of the company’s flagship Arden and Elizabeth Taylor brands.
“We think that Britney will draw in a whole new group of consumers for us,” commented West.
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