Fantasy Fragrance Becomes a Reality

She did it again. Coming off the heels of her first bestselling fragrance, curious Britney Spears, Elizabeth Arden and the famous entertainer have teamed up to introduce a second fragrance: fantasy Britney Spears. The fragrance launched in September 2005 and retails at $55.00 for a 3.3 fl. oz. bottle.

Capturing the image of Britney Spears as an enchantress in a modern day fairy tale, the scent, packaging and advertising campaign feature a paradox of playfulness and sophistication. According to Elizabeth Arden, the fragrance is for women who are seductive, charming, and elusive.

The primary packaging features a round fuschia bottle with green Swarovski crystals. Rings set in an interlocking pattern were chosen to top off the packaging design.

“The Swarovski crystals were used as a symbol of Britney’s glittering charm and the interlocking pattern of the ring represents the pursuit of everlasting love,” says Tamara Steel, vice president of fragrance at Elizabeth Arden. “Pink was chosen by Britney as it is her favorite color. The bottle conveys the romance and seductiveness of the fragrance,” she adds.

Jean Antretter, senior design director for Elizabeth Arden, designed the bottle, cap and secondary package with Spears’ help. Spears chose the round shape of the flacon, in addition to the color.

The fragrance is housed in a folding carton that is “playfully designed in pink, green and blue and builds suspense. Like a magic storybook, the carton opens up to reveal the exquisite round fuchsia bottle,” says Steel.

The cartons are engineered to bloom open when the lid is removed — the same construction for Spears’ first fragrance, curious. The secondary packaging is differentiated through color and graphic design.

Spears’ fantasy features a mix of scents that include kiwi, jasmine, musk and others. The advertising campaign is set as a modern day fairy tale picturing the thrill of the chase.