Friday, November 30, 2018

"consumers have spent more than $1 billion on [Britney Spears's] perfumes"

InStyle:

Elizabeth Arden had sunk a lot of chemical lab hours and market research into perfecting Spears’ scent (not to mention the $52 million it paid her for the deal): it was a saccharine meringue with a light glaze of white peaches and a delicate lotus basenote, the kind of sugar-dusted mist that’s like catnip to teenage consumers. But celebrity scents are not always a sure thing. Many of them drop into the market with a thud, lasting only a season never to be heard from again (remember J by Jennifer Aniston or Black Star by Avril Lavigne?). So few of them have lasting power — on the skin or in stores.

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In its first year in stores, Curious didn’t just kill, it obliterated. It became a phenomenon. It was the top selling fragrance of 2004, netting over $100 million in sales. To put that in perspective, over the course of her 20-year career, Spears has sold 100 million records worldwide. By 2013, one report stated that in five years Elizabeth Arden had sold over 500 million bottles of Curious. That’s five times as many units in a quarter of the time.

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Britney Spears’ perfume operation has continued to thrive and innovate.