forevermore79
20.01.06, 10:01
Z WWD.com:
"NEW YORK — 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."
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