Britney Spears products

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Britney Spears' Private Show perfume

American singer Britney Spears has developed and endorsed a number of products; these have included books, video releases, video games, dolls, clothing, and perfumes. In 2000, Spears released a limited edition of sunglasses titled Shades of Britney.[1] In 2001, she signed a deal with shoe company Skechers,[2] and a $7–8 million promotional deal with Pepsi, their biggest entertainment deal at the time.[3] Aside from numerous commercials with the latter during that year, she also appeared in a 2004 Pepsi television commercial in the theme of "Gladiators" with singers Beyoncé, Pink, and Enrique Iglesias.[4] On June 19, 2002, she released her first multi-platform video game, Britney's Dance Beat, which received positive reviews.[5] In March 2009, Spears was announced as the new face of clothing brand Candie's.[6] Dari Marder, chief marketing officer for the brand, explained why they choose the singer, saying, "everybody loves a comeback and nobody's doing it better than Britney. She's just poised for even greater success."[6] In 2010, Spears designed a limited edition line for the brand, which was released in stores in July 2010.[citation needed] In 2011, she teamed up with Sony, Make Up For Ever and PlentyofFish to release her music video for "Hold It Against Me", earning her $500,000 for the product placement.[7] Spears also teamed up with Hasbro in 2012 to release an exclusive version of Twister Dance, which includes a remix of "Till the World Ends". The singer was also featured on a commercial, which was directed by Ray Kay, to promote the game. Spears was also featured on the commercial of "Twister Rave" and the game included a Twister remix of "Circus".[8] In March 2018, it was revealed that Spears would be the face of Kenzo, a contemporary French luxury clothing house.[citation needed][9]

Spears's range of commercial deals and products also includes beauty care products and perfumes. She released her first perfume with Elizabeth Arden, Curious in 2004, which broke the company's first-week gross for a perfume.[citation needed] By 2009, she had released seven more perfumes including Fantasy.[10][11] In 2010, Spears released her eighth fragrance, Radiance. In March 2011, company Brand Sense filed a lawsuit against Spears and Elizabeth Arden seeking $10 million in damages, claiming that she and her father, Jamie, stopped paying their thirty-five percent commission that was agreed as part of the contract terms.[12] In July 2011, a Los Angeles judge denied the request by the company lawyers, claiming the fact that Spears is still under conservatorship.[13] Brand Sense, however, stated that they would appeal the decision.[13] In 2011, Radiance was re-issued as a new perfume titled Cosmic Radiance.[14] Worldwide, Spears sold over one million bottles in the first five years, with gross receipts of $1.5 billion.[citation needed] In 2016, Spears contacted Glu Mobile to create her own role-playing game, Britney Spears: American Dream. The app officially launched in May 2016 and is compatible with iOS and Android.[citation needed] On June 17, 2016, Spears announced the release of her twentieth fragrance, Private Show.[15] As of January 2018, Spears has released 24 fragrances through Elizabeth Arden.[16]

Fragrances[edit]

Britney Spears endorsed her first Elizabeth Arden perfume "Curious" in 2004, and made $100 million in sales in its first year.[17] In September 2005, Spears released the fragrance "Fantasy".[18] In April 2006, Spears launched "Curious in Control" as a limited edition fragrance. 2006 also saw the release of yet another perfume: "Midnight Fantasy". September 24, 2007 marked the release date of a fragrance collection "Believe". She released her sixth perfume, "Curious Heart", in January 2008. In December 2008, Spears released two more perfumes with the release of her sixth studio album "Circus". In 2009, "Curious" won the Glammy Award for "Best Beauty Buy of 2009" by Glamour magazine readers, for "Best Drugstore Fragrance."[19]

As of 2009, Spears claimed to have sold 30 million bottles worldwide.[18] As of 2012, her fragrances brand had grossed over $1.5 billion worldwide.[20] According to a Daily Express newspaper report in 2013, a bottle of a Britney Spears fragrance was sold every 15 seconds worldwide.[21] In 2018, Spears released her twenty-fifth and first ever unisex fragrance, Prerogative.[22] As of 2020, Spears has released twenty-eight frangrances under her brand.

Complete list of Britney Spears' perfumes
Fragrance Tagline Release date Ref.
Curious "Do you dare?" September 2004
Fantasy "Everybody has one." September 2005
Curious: In Control "Are you?" April 2006
Midnight Fantasy "Magic begins at midnight." December 2006
Believe "The greatest freedom is to believe in yourself." September 2007
Curious Heart "Live yours to the fullest." January 2008
Hidden Fantasy "What do you have to hide?" January 2009
Circus Fantasy "Where nothing is what it seems..." September 2009
Radiance "Choose your own destiny." September 2010
Cosmic Radiance "Be the brightest star in the universe." August 2011
Fantasy Twist "Choose your fantasy." October 2012
Island Fantasy "What's your island fantasy?" April 2013
Fantasy: Anniversary Edition "10 Hugs & 10 Kisses - xoxo Britney"

"To my sweet scented fans for the decade of love - xoxo Britney"

"You are my inspiration - xoxo Britney"

October 2013
Fantasy: The Nice Remix "Everybody has one. Naughty or Nice" February 2014
Fantasy: The Naughty Remix
Fantasy: Stage Edition "Your favorite Fantasy fragrance + limited edition bottle - xoxo Britney" July 2014
Rocker Femme Fantasy "Unlock your Rock N' Roll side." November 2014
Fantasy Renner Edition None May 2015
Fantasy Intimate Edition "Everybody has an Intimate Fantasy." June 2015
Maui Fantasy "Aloha from Hawaii – xoxo Britney" February 2016
Private Show "It's your Private Show" July 2016
Fantasy in Bloom "Capture a moment of pure enchantment when the world is full of possibilities and everything seems new." January 2017
VIP Private Show "It's your #VIPSHOW" August 2017
Sunset Fantasy "Experience summer in a bottle." January 2018
Prerogative "A fragrance for all." July 2018
Fantasy: Pride Edition None August 2018
Rainbow Fantasy "What color is your fantasy?" January 2019
Prerogative Rave "The new uninhibited fragrance for all." August 2019
Glitter Fantasy "Dare to shine." February 2020
Prerogative Ego "Play it your way and break the rules. Choose your side, then change your mind. Follow your instinct. What's your Prerogative?" Spring 2020
Festive Fantasy "Live to celebrate life! Enjoy the simple pleasures of every new day, as they encapsulate you into opulent color, dreams and delight. Jubilance and vibrancy will be your addictive signature." December 2020
Fantasy Intense "Elicit sweet temptation and leave an unforgettable and lasting impression." March 2021
Electric Fantasy September 2021
Fantasy Sheer September 2021

Toys and games[edit]

Dolls[edit]

In 1999, Play Along Toys released the Britney Spears doll. It was the first product ever released by this toy company. The doll featured Spears with various outfits, make-up and hairstyles from her concerts, appearances, photoshoots and music videos. Yaboom Toys also made a singing Britney Spears doll that would "sing' when you pressed her belly button – along with miniature dolls & Britney concert stages/Tour Bus toy replicas. The line of merchandise eventually included Britney porcelain dolls.[23]

Video game[edit]

Britney's Dance Beat is a one or two player music video game featuring songs and video appearances by Spears. The story is that players must pass "auditions" to tour as Spears' dancers. Gameplay involves pressing buttons in time with music. Symbols for buttons are arranged in a circle, resembling a clock dial. A pointer sweeps around the dial, indicating when to press each button.

The game contains five songs: "...Baby One More Time", "Oops!... I Did It Again", "Stronger", "Overprotected" and "I'm a Slave 4 U". Successful play is rewarded with "backstage passes" which unlocks features such as backstage video footage of Spears.

Mobile games[edit]

A cell phone game created by Qplaze-RME and Sony BMG titled "Adventures of Britney Spears" was announced in December 2005 but was never released. Images and video footage of the game were released along with the game's press release. Ten years later she started working on a game with Glu.[24] In 2016 she released a casual role play as a pop star game called Britney's American Dream in May 2016 and it sold 500,000 copies.[25][26]

Spears launched another mobile game in May 2016, Britney's American Dream. The freemium game was developed by Glu, the company that developed Kim Kardashian: Hollywood.[27]

Clothing[edit]

In March 2009, Spears was announced as the new face of Candie's, a clothing brand marketed for pre-teens and teenagers.[28] After being the face of the line for two years, it was announced that Spears would design a limited edition collection for Candie's which would be unveiled by mid year.[29] It premiered on July 1, 2010 with prices ranging from $14 to $78. In an interview with InStyle Magazine's website, Spears announced a few more pieces would be sold in September and October and that she would love to design for them again.[30]

In August 2014, Spears launched an undergarment brand with the Danish company Change Lingerie, for sale online and in Change Lingerie stores.[31]

Books[edit]

Book title Release date Publisher Pages Identifiers Ref(s).
Heart to Heart May 9, 2000 Three Rivers Press 144 ISBN 978-0-609-80701-9
A Mother's Gift April 10, 2001 Delacorte Books 240 ISBN 978-0-385-72953-6
Stages December 5, 2002 Team Power Publishing 103 ISBN 978-0-972-45750-7

Other products[edit]

Britney Spears released a range of hair care products in the supermarket chain Lidl in December 2014 in England.[32] Early in her career she had a line of sunglasses.[33] Spears has sold other branded merchandise, including notepads, pens, folders, wall clocks, Valentines Day cards, posters, furniture, calendars, plush toys, puzzles, key chains, bubble gum, candy, stickers, body art, nail polish, jewelry, watches, candles, dishware, hair products, shoes, disposable cameras, games, sleeping bags, playsets, clothing, and messenger bags.[34]

Endorsements[edit]

Spears has endorsed several brands throughout her career, including Pepsi, Polaroid, McDonald's, Hasbro, Versace, NFL, Skechers, Got Milk?, Tommy Hilfiger, Clairol, Herbal Essences, Samsung, Nabisco, Virgin Mobile, Zappos, KENZO, Sbarro, ABC, HBO, Candies, Kohls, Starburst candy, Eos, iHeart Radio, Kirin Company, Apple Music, Disney, Los Angeles Dodgers, and Toyota.[35] She has also included endorsements in her music videos for brands such as Bvlgari, Swarovski, Volkswagen, Mazda, MateFit, PlentyOfFish, Beats Electronics, Sony, Nokia, Lamborghini, and Samsung.[36]

Accolades[edit]

Award Year Recipient(s) and nominee(s) Category Result Ref.
Basenotes Fragrance Awards 2007 Curious Best Celebrity Fragrance For Women of the Year Won [37]
Fantasy Won
2008 Best Celebrity Women's Fragrance Won [38]
2009 Won [39]
Emmy Awards 2002 Britney Spears Live from Las Vegas Outstanding Technical Direction, Camerawork, Video Control – Limited Series, Movie or Special Won [40]
[41]
Saturday Night Live Outstanding Technical Direction, Camerawork, Video Control for a Series Won
2004 Britney: In the Zone & Out All Night Outstanding Single Camera Editing Won
FiFi Awards 2005 Curious Consumer's Women Choice Awards by CosmoGirl! Magazine Won [42]
2006 Fantasy Luxe Women's Awards Won [43]
2016 Women's Fragrance of the Year – Popular Nominated [44]
2019 Prerogative Women's Fragrance of the Year – Popular Nominated [45]
Britney Spears Social Media Campaign of the Year Nominated [46]
Fragrantica Choice Awards[a] 2017 Fantasy Best Fragrance Of All Times for Women Nominated [48]
Curious Nominated
Midnight Fantasy Nominated
Believe Nominated
Best Unisex Fragrance Of All Time Nominated [49]
Fantasy Best Fragrance for Cold Days Nominated [50]
Hidden Fantasy Nominated
Private Show Nominated
Fantasy Anniversary Edition Nominated
Curious Best Fragrance for Hot Days Nominated [51]
Island Fantasy Nominated
VIP Private Show Best Perfume Flanker of the Year Nominated [52]
Fantasy in Bloom Nominated
Fantasy Intimate Edition The Legend of the Latest Decade for Women Nominated [53]
Fantasy Best Bargain Fragrance for Women Won [54]
Fantasy The Naugthy Remix Nominated
Midnight Fantasy Nominated
Believe Nominated
Hidden Fantasy Nominated
Fantasy The Nice Remix Nominated
Private Show Nominated
Curious Nominated
Fantasy Beloved Perfumes Murdered by Reformulation Nominated [55]
2018 Fantasy Women Fragrance of the Year Nominated [56]
Prerogative Nominated
Best Unisex Fragrance Nominated [57]
Sunset Fantasy Best Perfume Bottle of the Year Nominated [58]
Fantasy in Bloom Best Perfume Flanker of the Year Nominated [59]
Sunset Fantasy Nominated
Fantasy Best Gourmand Fragrance of the Year Nominated [60]
Midnight Fantasy Nominated
Hidden Fantasy Nominated
2019 Rainbow Fantasy Women Fragrance of the Year Nominated [61]
Prerogative Nominated
Best Unisex Perfume of the Year Nominated [62]
Rainbow Fantasy Biggest Perfume Flex 2019 Nominated [63]
Fantasy Best Women's Perfume of All Time Nominated [64]
Curious Nominated
Midnight Fantasy Nominated
Private Show Nominated
Believe Nominated
Glammy Awards 2006 Curious The Best Fragrances Won [65]
2007 Won
2008 Won
2009 Won
2010 Won
Japan Gold Disc Awards 2003 Britney Spears Live from Las Vegas International Music Video of the Year Long-Form Won [66]
2005 Greatest Hits: My Prerogative International Rock & Pop Albums of the Year Won [67]
International Music Videos of the Year Won
Britney Spears: In the Zone International Music Videos of the Year Won
Hollywood Beauty Awards 2018 Fantasy Fragrance of the year Won [68]

Notes[edit]

  1. ^ Fragrantica Awards is an online awards team.[47]

References[edit]

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