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Fantasy (fragrance)
Perfume endorsed by Britney Spears From Wikipedia, the free encyclopedia
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Fantasy is a women's fragrance by American singer Britney Spears in collaboration with Elizabeth Arden.[1] Created by Ann Gottlieb and Givaudan, it debuted in the United States in September 2005. Marketed as a playful and enchanting scent, the fragrance achieved commercial success upon its release becoming the number one new fragrance launch at mass retailers in 2006[2] and generating over $1.5 billion in sales.[3] The fragrance is recognized for contributing to the trend of celebrity-endorsed perfumes in the mid-2000s.[4]
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Background and Release
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Following the release of her debut fragrance Curious (2004), Britney Spears’ second fragrance was announced for launch in U.S. department stores in September 2005. Tamara Steele, senior vice president of marketing for Elizabeth Arden’s fragrance division, described the concept behind the new product, stating that Fantasy aimed to represent a new phase in Spears’ life. According to Steele, while Curious reflected themes of taking risks and youthfulness, Fantasy was designed to convey a more romantic and mature character.[5] She added that the fragrance would be distributed to approximately 1,800 department stores across the United States beginning in September 2005. Although primarily marketed to consumers aged 18 to 30, Steele noted that the brand had also developed a following among older demographics.[6]
Ayaz Furniturewalla, Director of Trade Marketing Travel Retail & Distributors, discussed the company’s plans for the international release of Spears’ second fragrance with The Moodie Report. He stated that the fragrance would be introduced to the Americas travel retail market in the fourth quarter of 2005, followed by selected outlets in Australia and New Zealand, and later in Europe in March 2006.[7] According to Paul West, president and chief operating officer of Elizabeth Arden, Fantasy ranked as the third-largest new fragrance launch of the fall 2005 season, meeting both company and retailer expectations.[8] It became the leading new fragrance in several international markets during a period that saw an increase in fragrance releases compared to the previous year.[9] In its first three weeks, the fragrance generated more than $30 million in sales.[10]
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Scent and packaging
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Fantasy was created by Ann Gottlieb and Givaudan, with top notes of red lychee, quince, and kiwi; middle notes of cupcake, jasmine, orchid, and white chocolate; and base notes of musk, orris root, and woody accords. The bottle, designed by Jean Antretter, features a fuchsia orb adorned with pale green Swarovski crystals. Its neck is encircled by interlocking rings, which were described as symbolizing the search for eternal love, and it is topped with a transparent fuchsia cap.[11]
Tamara Steele, vice president of fragrance at Elizabeth Arden, explained that the Swarovski crystals were intended to represent Spears’ stage persona and that the interlocking ring pattern was meant to convey the theme of enduring affection. Steele also noted that pink was chosen as the dominant color because it was Spears’ personal preference and that the overall design was meant to reflect the fragrance’s romantic concept.[12] Jean Antretter, senior design director at Elizabeth Arden, collaborated with Spears on the design of the bottle, cap, and outer packaging. Spears selected the round bottle shape and color. The fragrance is packaged in a folding carton described as incorporating pink, green, and blue tones. The box opens to reveal the fuchsia bottle, a design element similar to that of Spears’ first fragrance, Curious, but distinguished by its different color scheme and graphic design.[12]
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Marketing
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After Curious reportedly generated $30 million in retail sales within its first three months, Elizabeth Arden had similar expectations for Fantasy. Although company chairman and CEO E. Scott Beattie did not disclose specific figures, he stated that the goal was for Fantasy to achieve a leading position in the market while maintaining Curious among the top-selling fragrances. According to Tamara Steele, senior vice president of marketing for Elizabeth Arden’s fragrance division, the company’s strategy involved differentiating the identities of the two products and allocating substantial marketing resources to each, including extensive television and print advertising. While exact figures were not released, industry estimates suggested the combined marketing budget for both fragrances exceeded $15 million.[13]
Steele indicated that television advertisements for Fantasy would premiere alongside the product launch, running for approximately five weeks, with additional broadcasts planned for the holiday season. Between television campaigns, print advertisements were scheduled for the November issues of several fashion, beauty, and lifestyle magazines. In addition to these efforts, Beattie announced plans to continue the online marketing approach that had been used for Curious, citing its effectiveness in generating consumer engagement.[14]
The print campaign, photographed by Ellen von Unwerth, Jaimie Trueblood, and 2A, first appeared in People and Entertainment Weekly in September, followed by Allure in October. In November, it was featured in magazines such as Cosmopolitan, Glamour, InStyle, Lucky, Self, Seventeen, Teen People, and People Style Watch. To complement these promotional efforts, the Fantasy Britney Spears website launched on September 15, offering digital materials such as ringtones, phone wallpapers, and online games related to the fragrance.[15]
TV Commercial
On the same day of the fragrance launch, the TV ad premiered exclusively on AOL. The commercial made its TV debut on MTV's Total Request Live on Friday, September 16.[15] Billy Woodruff, who directed several of Britney's music videos, collaborated with Radical Media producer Chris Rouchard and director of photography Paul Laufer on the project. Aaron Kisner and the team at Method Studios handled the visual effects. Additional contributors included editor Robert Duffy from Spot Welders, colorist Stefan Sonnenfeld from Company 3, and audio mixer Jeff Payne from Eleven Sound.[16]
In the commercial Spears is portrayed as a goddess, playfully flirting with a hunter, played by Nick Steele, in the forest. When she mentions leaving for her world tour, the hunter draws his bow and shoots her in the back with a "magic love arrow," compelling her to stay with him.
Fantasy: Promo CD
A limited edition gift extended play (EP) was released along with the launch of the fragrance. The CD features the songs "Breathe on Me" and "And Then We Kiss" previously released in her fourth studio album In the Zone and in her first remix album B in the Mix: The Remixes. The EP was an enhanced CD which also came with the TV commercial directed by Bille Woodruff.
Track listing
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Reception and Impact
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Since its launch, Britney Spears' Fantasy has received attention for its ability to appeal to diverse audiences, combining sweet, dessert-inspired notes such as cupcake with more mature scents like jasmine and musk as noted by fragrance expert Ren Reynolds.[17]
In an interview with Newsweek, Reynolds describes Fantasy as "a glimpse of adult fragrances for teens and a transport back to childhood for adults."[17] He mentions that the fragrance's ability to evoke powerful memories has struck a chord with millennials, many of whom recall it as their first perfume or a signature scent of their teenage years. Furthermore, Reynolds highlighted the expertise of James Krivda, the senior perfumer responsible for its creation. Despite the use of cost-effective materials, Krivda's work demonstrates remarkable technical skill, crafting a perfume that stands out in a market often saturated with similar celebrity scents.[17]
A sister fragrance to Fantasy, Midnight Fantasy has also garnered critical acclaim. In a review for The New York Times, Chandler Burr gave the fragrance 4 out of 5 stars for its bold embrace of the ultra-gourmand genre.[18] In the same article, perfumer Caroline Sabas is highlighted for producing Midnight Fantasy by combining aromas of strawberry, raspberry, and mango, likened to a "Jolly Rancher flavor" brought to life. Burr also points out Sabas' technical mastery and praised the fragrance as both a tribute to Britney Spears’ public persona and an exceptional example of celebrity perfumery transcending expectations.[18]
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Flankers
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Elizabeth Arden has continued to release several versions of Fantasy throughout the years. These versions retain the original DNA of the fragrance, with similar base notes, while introducing new top and heart notes within the same sweet and fruity family.
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References
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