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.