Media sources indicated that the first product under Spears' name would be a fragrance, with plans for subsequent releases in color cosmetics and skincare, although these were not anticipated for at least two years.

Paul West, President of Arden, emphasized that the singer actively participated in every stage of the fragrance's creation, from conceptualization to development of the juice, packaging, and marketing strategies.

In the statement, Paul West, president of Elizabeth Arden, described Spears as a “talented, fashionable woman who appeals to a young and international consumer base”.

[…] It’s really nice to share something so personal and special with people that I really love, with my fans and everyone who wears it, and now I’m very happy that everybody around the world can enjoy it [8] The official United States launch of the fragrance took place in New York City on September 14, 2004, at the Four Seasons Hotel and at Macy's.

[10] The global launch of Curious occurred on March 18, 2005, at the Ritz Carlton Hotel in New Orleans, Louisiana, Spears' home state.

Fans from various countries—Australia, Germany, Italy, Japan, Singapore, South Africa, Spain, and Ireland—who won special contests in their respective countries joined Spears during the launch.

The heart of the fragrance features tuberose, star jasmine, and pink cyclamen, while the base notes consist of vanilla musk, creamy sandalwood, and radiant blond woods.

The larger eau de parfum is crowned with an antique-style blue atomizer, a detail that Spears believed lent the packaging a touch of sophistication.

The outer packaging combines Spears' preferred colors, pink and azure blue, with a matte black top revealing cutouts that showcase the fragrance's logo.

The campaign incorporated various elements, such as online advertising, text messaging, a voice-messaging initiative featuring Britney Spears’ voice, and promotional events centered around the tagline “Do you dare?”.

Additionally, the “Spears Peers,” a group of Britney look-alike beauty experts, played a key role in promoting the fragrance at exclusive events.

It’s a much more effective way to leverage the ad spend, and the two reinforce each other.”[17] A limited edition gift extended play (EP) was released along with the launch of the fragrance.

[20] During a company conference call, Scott Beattie, chairman and chief executive officer, acknowledged Curious as one of the most successful fragrance launches in the last five years.

"She made it cool to wear fragrance," notes Karen Grant, vice president and global beauty analyst for the NPD Group.