Fantasy is a women's fragrance by American singer Britney Spears in collaboration with Elizabeth Arden.[1] 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 upon its release becoming the number one new fragrance launch at mass retailers in 2006[2] and generating over $1.5 billion in sales.[3] The fragrance is recognized for contributing to the trend of celebrity-endorsed perfumes in the mid-2000s.[4]
Following the release of her debut fragrance Curious (2004), Britney Spears’ second fragrance was announced for launch in U.S. department stores in September 2005. Tamara Steele, senior vice president of marketing for Elizabeth Arden’s fragrance division, described the concept behind the new product, stating that Fantasy aimed to represent a new phase in Spears’ life. According to Steele, while Curious reflected themes of taking risks and youthfulness, Fantasy was designed to convey a more romantic and mature character.[5] She added that the fragrance would be distributed to approximately 1,800 department stores across the United States beginning in September 2005. Although primarily marketed to consumers aged 18 to 30, Steele noted that the brand had also developed a following among older demographics.[6]
Ayaz Furniturewalla, Director of Trade Marketing Travel Retail & Distributors, discussed the company’s plans for the international release of Spears’ second fragrance with The Moodie Report. He stated that the fragrance would be introduced to the Americas travel retail market in the fourth quarter of 2005, followed by selected outlets in Australia and New Zealand, and later in Europe in March 2006.[7] According to Paul West, president and chief operating officer of Elizabeth Arden, Fantasy ranked as the third-largest new fragrance launch of the fall 2005 season, meeting both company and retailer expectations.[8] It became the leading new fragrance in several international markets during a period that saw an increase in fragrance releases compared to the previous year.[9] In its first three weeks, the fragrance generated more than $30 million in sales.[10]
Scent and packaging
Fantasy was created by Ann Gottlieb and Givaudan, with top notes of red lychee, quince, and kiwi; middle notes of cupcake, jasmine, orchid, and white chocolate; and base notes of musk, orris root, and woody accords. The bottle, designed by Jean Antretter, features a fuchsia orb adorned with pale green Swarovski crystals. Its neck is encircled by interlocking rings, which were described as symbolizing the search for eternal love, and it is topped with a transparent fuchsia cap.[11]
Tamara Steele, vice president of fragrance at Elizabeth Arden, explained that the Swarovski crystals were intended to represent Spears’ stage persona and that the interlocking ring pattern was meant to convey the theme of enduring affection. Steele also noted that pink was chosen as the dominant color because it was Spears’ personal preference and that the overall design was meant to reflect the fragrance’s romantic concept.[12] Jean Antretter, senior design director at Elizabeth Arden, collaborated with Spears on the design of the bottle, cap, and outer packaging. Spears selected the round bottle shape and color. The fragrance is packaged in a folding carton described as incorporating pink, green, and blue tones. The box opens to reveal the fuchsia bottle, a design element similar to that of Spears’ first fragrance, Curious, but distinguished by its different color scheme and graphic design.[12]
Marketing
After Curious reportedly generated $30 million in retail sales within its first three months, Elizabeth Arden had similar expectations for Fantasy. Although company chairman and CEO E. Scott Beattie did not disclose specific figures, he stated that the goal was for Fantasy to achieve a leading position in the market while maintaining Curious among the top-selling fragrances. According to Tamara Steele, senior vice president of marketing for Elizabeth Arden’s fragrance division, the company’s strategy involved differentiating the identities of the two products and allocating substantial marketing resources to each, including extensive television and print advertising. While exact figures were not released, industry estimates suggested the combined marketing budget for both fragrances exceeded $15 million.[13]
Steele indicated that television advertisements for Fantasy would premiere alongside the product launch, running for approximately five weeks, with additional broadcasts planned for the holiday season. Between television campaigns, print advertisements were scheduled for the November issues of several fashion, beauty, and lifestyle magazines. In addition to these efforts, Beattie announced plans to continue the online marketing approach that had been used for Curious, citing its effectiveness in generating consumer engagement.[14]
The print campaign, 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 complement these promotional efforts, the Fantasy Britney Spears website launched on September 15, offering digital materials such as ringtones, phone wallpapers, and online games related to the fragrance.[15]
TV Commercial
On the day of the fragrance’s release, the television advertisement premiered exclusively on AOL before making its broadcast debut on MTV’s Total Request Live on September 16.[15] The commercial was directed by Billy Woodruff, who had previously worked on several of Britney Spears’ music videos, in collaboration with Radical Media producer Chris Rouchard and director of photography Paul Laufer. Visual effects were produced by Aaron Kisner and Method Studios. Additional contributors included editor Robert Duffy of Spot Welders, colorist Stefan Sonnenfeld from Company 3, and audio mixer Jeff Payne of Eleven Sound.[16]
In the advertisement, Spears is depicted as a goddess who encounters a hunter, portrayed by Nick Steele, in a forest setting. When she mentions leaving for her world tour, the hunter shoots her with a “magic love arrow,” causing her to remain with him.
A limited-edition promotional extended play (EP) was released alongside the fragrance. The CD included the songs Breathe on Me and And Then We Kiss, previously featured on Spears’ fourth studio album In the Zone and her remix album B in the Mix: The Remixes. The enhanced CD also contained the television commercial directed by Billy Woodruff.
Since its launch, Britney Spears’ Fantasy has been noted for its combination of sweet, dessert-inspired notes such as cupcake with more traditional floral and musky elements like jasmine and musk. According to fragrance expert Ren Reynolds, this blend appeals to both younger and older consumers by balancing playful and sophisticated aspects.[17]
In an interview with Newsweek, Reynolds described Fantasy as a fragrance that introduces younger audiences to more mature scent profiles while evoking nostalgia among adults. He observed that the perfume’s composition often resonates with individuals who associate it with their first fragrance or with memories from adolescence. Reynolds also credited senior perfumer James Krivda for his technical precision in formulating the scent, noting that the fragrance achieved distinction in a market characterized by a large number of celebrity-endorsed products despite its use of relatively affordable ingredients.[17]
A related fragrance, Midnight Fantasy, received positive critical attention upon its release. In a review for The New York Times, critic Chandler Burr rated the perfume four out of five stars for its approach to the gourmand fragrance category.[18] The review also highlighted perfumer Caroline Sabas, who created the scent by combining notes of strawberry, raspberry, and mango. Burr described Midnight Fantasy as a notable example of celebrity perfumery that demonstrated both technical competence and a clear artistic direction.[18]
Flankers
Elizabeth Arden has released several variations of Fantasy over the years. These editions maintain the core composition of the original fragrance, preserving its base notes while introducing new top and middle notes that remain within the sweet and fruity fragrance family.
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