Fantasy (fragrance)

Fantasy
Fragrance by Britney Spears
Released	September 15, 2005
Label	Elizabeth Arden
Tagline	Everybody has one

Fantasy is a women's fragrance by American singer Britney Spears in collaboration with Elizabeth Arden. 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 generating over $1.5 billion in sales and contributed to the trend of celebrity-endorsed perfumes in the mid-2000s.

Background and Release

Following the success of her debut fragrance, Curious (2004), Spears' sophomore fragrance was announced to hit U.S. department store counters in September 2005. Tamara Steele, senior vice president of marketing fragrance for Elizabeth Arden commented on their plans with the new fragrance “Our aim with Fantasy is to capture Britney in a new phase of her life,” Steele stated. “Curious was about taking chances, being rebellious, bold and young. Fantasy is more romantic and sexy. Now that Britney is married and starting a family, it’s time for a more seductive, elusive fragrance. We’re developing brand concepts that resonate with consumers.” In her statement Steele also mentioned the new fragrance would be offered in 1,800 department stores across the U.S. starting in September of that year. While the fragrance was primarily aimed at individuals aged 18 to 30, Steele emphasized that the brand also has a loyal following among those in their 30s.

Director of Trade Marketing Travel Retail & Distributors Ayaz Furniturewalla told The Moodie Report about the company's plans of launching Spears' sophomore fragrance in autumn 2005 after the first scent, Curious, proved to be a smash hit in both the US and international markets. “We have very high expectations for the new Britney line,” Ayaz stated. “It will enter Americas travel retail sometime in the fourth quarter, followed by selected travel retail doors in Australia and New Zealand, in line with the local launches. It will be introduced in Europe in March 2006.”

The fragrance ended up as the third-largest new fragrance launch of the fall season, which was in line with both the company's and customers’ expectations according to Paul West, president and chief operating officer of Elizabeth Arden. During its first three weeks, it made over 30 million dollars.

Scent and packaging

Fantasy was created by Ann Gottlieb and Givaudan, featuring top notes of red lychee, golden quince, and exotic kiwi; a heart of cupcake accord, jasmine petals, and white chocolate orchid; and a base of creamy musk, orris root, and sensual woods. The bottle, designed by Jean Antretter, is a fuchsia orb adorned with pale green Swarovski crystals. Its neck is encircled by interlocking rings, symbolizing the quest for eternal love, and is topped with a transparent fuchsia cap.

Tamara Steel, vice president of fragrance at Elizabeth Arden said about the fragrance's packaging that “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”. She also stated that “Pink was chosen by Britney as it is her favorite color. The bottle conveys the romance and seductiveness of the fragrance.”

Jean Antretter, senior design director at Elizabeth Arden, collaborated with Britney Spears to design the bottle, cap, and secondary packaging. Spears personally selected the round shape of the bottle and its color. The fragrance is packaged 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," according to Steele. The cartons are engineered to unfold when the lid is lifted, a feature similar to Spears' first fragrance, Curious. However, the secondary packaging is distinguished by its unique color scheme and graphic design.

Marketing

After Curious reportedly generated $30 million in retail sales within its first three months Elizabeth Arden had similar expectations for Fantasy. While Arden's chairman and CEO, E. Scott Beattie, did not provide specific figures, he expressed a desire for Fantasy to achieve a number-one ranking and intended to ensure Curious remained in the top 10. According to Tamara Steele, senior vice president of marketing for Elizabeth Arden's fragrance division, their strategy to achieve this was by clearly differentiating the personalities of both brands and investing heavily in marketing for each. This included extensive TV and print advertising. Although no executives disclosed the exact budget, it was estimated to exceed $15 million for both fragrances combined.

According to Steele, TV ads for Fantasy were to debut with the product launch, running for five weeks, and would return for the holiday shopping season of that year. Between TV campaigns, print ads would be featured in November issues of fashion, beauty, and lifestyle magazines. In addition to using "traditional venues," Beattie planned to revisit a key strategy behind the success of Curious: a viral internet campaign, which he believes played a crucial role in its blockbuster performance.

The print ad, 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 further promote the fragrance, the Fantasy Britney Spears website launched on September 15, offering fans downloadable cell phone ringtones with messages from Britney, phone wallpapers, and online games.

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. 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.

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.