Has Britney Spears’ Perfume Success Come To A Halt?
Along with Britney Spears’ overwhelming success as the princess of pop, she has established herself as having some of the most successful fragrances of all time. With her bonus CD’s, iconic commercials and most importantly her fragrance line she has earned her position in the industry.
Before releasing any products Britney Spears successfully teamed up with Elizabeth Arden. Her first fragrance “Curious” debuted in 2004 and after only five weeks it had earned $100 million in sales and by 2008 it had grossed more that $610 million. Just one year later her second fragrance, “Fantasy” , was released, soon followed by: “Curious In Control”, “Midnight Fantasy”, “Believe”, “Curious heart”, “Hidden Fantasy”, “Midnight Fantasy”, and “Radiance“. In 2011 it was reported that “Radiance” would be re introduced as “Cosmic Radiance”.
Even though she has made it to the top there have been bumps along the road. In 2007 she had a nervous breakdown that led to much controversy and speculation. She eventually regained control and was able to continue in the fragrance industry. Recently the company Brand Sense filed a lawsuit against Britney Spears and Elizabeth Arden in March 2011. They claimed that Spears’ father stopped paying the 35% commission they promised in the terms of their arrangement. The judge denied the lawsuit in July 2011 but Brand Sense is planning to appeal.
Even with the problems Britney has had to face she still has made a name for herself in the perfume industry. Her collection has grossed more than $1.5 billion in sales within the United States and internationally. The only question is, has she lost her momentum with “Radiance’s” unsuccessful sales? People might say her having to re-launch the fragrance as “Cosmic Radiance” could be a desperate attempt to keep the brand going. I guess we will just have to wait and time will tell.
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