We’re developing brand concepts that resonate with consumers.” [5] 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.
[10] 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.
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.
[14] 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.
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.
[15] 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.
[17] 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.
Additional contributors included editor Robert Duffy from Spot Welders, colorist Stefan Sonnenfeld from Company 3, and audio mixer Jeff Payne from Eleven Sound.
"[20] 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.
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.
[22] In the same article, perfumer Caroline Sabas is highlighted for crafting Midnight Fantasy with a vibrant mix of sugary 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.