Curious BRITNEY SPEARS, the first fragrance by internationally acclaimed music star Britney Spears was the #1 beauty product sold on, which is linked through Sephora, for the month of November,” announced E. Scott Beattie, Chairman and CEO of Elizabeth Arden. “Additionally, it is currently the top- selling fragrance in U.S. department stores.” The fragrance launched in September 2004, Curious is.. one of biggest launches we’ve had with any fragrance-period,” says Debbie Murtha, Senior Vice President and General Merchandise Manager of Cosmetics and Fragrances for May Co.

Added Thia Breen, Executive Vice President of Cosmetics for the Federated Merchandising Division, “Of course Britney’s name is incredibly powerful, but [the fragrance] also has a fantastic presentation – great packaging, a great juice, great modelling and the TV advertising is breakthrough.”

The curious BRITNEY SPEARS fragrance was also introduced to select international markets – Canada and Australia, and has enjoyed similar success. Combined with innovative marketing techniques and groundbreaking programs, it was the number one selling fragrance in both markets in every store in which it was launched. Using non-traditional advertising methods to reach their target audience, Elizabeth Arden reached their young consumers on the Internet by banner advertising on teen websites and via an innovative voice-messaging campaign utilizing Britney Spears’ voice.

The Curious BRITNEY SPEARS collection is comprised of Eau de Parfum (3.3 oz & 1.7 oz), Deliciously Whipped! Body Souffle, Lather Me Up! Shower Gel and Write On! Perfumed Shimmer Stick, and retails between $20.00 – $49.50 on The line will launch in the rest of its international markets in spring 2005, with additional products expected to launch in the U.S. shortly thereafter.

Curious by Britney Spears tempts the senses with fragrant blooms of Louisiana magnolia touched with golden Anjou pear and dewy lotus flower. The anticipation builds with a fresh bouquet of white flowers. Pink cyclamen brings an unexpected twist to the rich floral heart, while bottom notes of vanilla-infused musk enveloped in rich, creamy sandalwood and radiant blonde woods weave an addictive aura into the fragrance. Thanks britneysmind

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