Curious (fragrance)

Curious
Fragrance by Britney Spears
Released	September 14, 2004
Label	Elizabeth Arden
Tagline	Do you dare?
Successor	Fantasy

Curious is Britney Spears' first fragrance, developed in partnership with Elizabeth Arden and launched in 2004. Created by Claude Dir, it debuted in the United States in September 2004, followed by a global release in March 2005. Curious received widespread acclaim. It became the top-selling fragrance of 2004, with sales exceeding $100 million. By 2011, Elizabeth Arden had sold over 700 million bottles of the fragrance. Experts attribute part of its success to Spears appeal, acknowledging that she 'made it cool to wear fragrance' among young women.

Conception

Initial reports of Spears partnering with Elizabeth Arden surfaced in March 2004. 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. In an interview with WWD Thursday, the singer said, “I love perfume and cosmetics and am so excited to develop my own line with Elizabeth Arden”. Spears' collaboration with the beauty brand extended beyond mere licensing of her name. 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. He revealed that Spears had already contributed ideas for bottle designs and suggested olfactory notes for her scent.

The launch of the fragrance was announced in June 2004 in a press release confirming that Curious would be released that fall. 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”. The fragrance was set to become a part of the prestige product lineup of the cosmetics and fragrance company, with plans for distribution to select high-end department stores that did not typically stock Elizabeth Arden-branded products, including Nordstrom. Spears joined the company's roster that already included two other notable celebrities: Catherine Zeta-Jones, representing the Elizabeth Arden brand, and Elizabeth Taylor, overseeing fragrances with her name. However, Spears targeted a younger demographic, aiming at individuals aged 15 to 30, in contrast to the demographics targeted by Taylor and Zeta-Jones.

Release

It’s so great that all of you are here today to help Elizabeth Arden and me [and] my fragrance Curious go global […] When we were making it, we knew it was something special.[…] 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

-Britney Spears on the global launch of Curious.

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. Besides her fans, the singer was joined by Arden chief executive Scott Beattie, executive vice president of global marketing Ron Rolleston and vice president of global marketing for fragrance Tamara Steele. Speaking about the fragrance, Spears stated, “It's very sensual smelling, with a hint of vanilla musk, but not overly sweet. It's very sexy [...] It's amazing. I'm very excited about it”.

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. Regarding the success of the fragrance's initial launch in the United States, Scott Beattie, chairman and CEO of Elizabeth Arden, stated it was a testament to the appeal of the scent, packaging, their innovative marketing techniques, and the influence of a celebrity like Britney Spears on a glamorous product category.

Scent and packaging

Crafted by Claude Dir of Quest International and Ann Gottlieb of Ann Gottlieb Associates, the fragrance blend pays homage to Spears' Louisiana roots with top notes of Louisiana magnolia, complemented by golden Anjou pear and dewy lotus flower. 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 bottle for Curious features azure blue multifaceted glass adorned with pink heart-shaped charms. 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. Upon opening, the box unfurls like a blossoming flower, revealing the bottle nestled within and the pink lining of the inner carton.