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Fantasy (fragrance)

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Fantasy
BERJAYA
Fragrance by Britney Spears
ReleasedSeptember 15, 2005
LabelElizabeth Arden
TaglineEverybody Has One
SuccessorBelieve

Fantasy is a women's fragrance by Britney Spears, developed with Elizabeth Arden and released in the United States in 2005.[1] Created by Ann Gottlieb and Givaudan, the perfume became one of the most commercially successful celebrity fragrances of the 2000s. It topped mass-market fragrance launches in 2006,[2] and reportedly generated more than $1.5 billion in sales worldwide.[3]

Background and Release

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Following the success of Spears’ debut fragrance Curious, Elizabeth Arden announced a second perfume to launch in department stores in September 2005. Company executives described Fantasy as a more romantic and mature counterpart to Curious, which had been marketed as of youthful and spontaneous fragrance.[4] Although primarily marketed to consumers aged 18 to 30, the brand developed a following among older demographics.[5]

The fragrance was distributed to approximately 1,800 department stores across the United States during its initial rollout. Elizabeth Arden later expanded the international release would begin with travel retail markets in the Americas before launching in Australia, New Zealand, and Europe between late 2005 and early 2006.[6] According to Elizabeth Arden president Paul West, Fantasy became one of the company’s strongest fragrance launches of the season in the United States and in several international markets.[7] In its first three weeks on the market, the perfume reportedly earned more than $30 million in sales.[8]

Scent and Packaging

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Fantasy was created by Ann Gottlieb and Givaudan. Its composition includes top notes of red lychee, quince, and kiwi, with middle notes of cupcake, jasmine, orchid, and white chocolate over a musky, woody base. The bottle, designed by Jean Antretter, features a fuchsia orb decorated with Swarovski crystals and interlocking rings around the neck. Spears collaborated on the design process and selected both the rounded shape and the pink color scheme.[9] [10] The packaging continued the bright, jewel-inspired design introduced with Spears’ first fragrance, Curious, while using a different palette and graphic style.[10]

Marketing

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Following the commercial success of Curious, Elizabeth Arden positioned Fantasy as another major release in Britney Spears’ fragrance line. Company executives aimed to establish the perfume as one of the leading celebrity fragrances on the market while continuing to promote Curious as a strong-selling brand.[11] The campaign included television, print, and an online marketing approach similar to the one used for Curious which generated effective costumer engagement.

Television commercials premiered alongside the fragrance launch and later returned during the holiday season, while print advertisements appeared in fashion and lifestyle magazines throughout late 2005.[12] Industry reports estimated that the combined marketing budget for Curious and Fantasy exceeded $15 million. Photographs for the print campaign were taken by Ellen von Unwerth, Jaimie Trueblood, and 2A. Advertisements appeared in magazines including People, Allure, Cosmopolitan, Glamour, InStyle. Elizabeth Arden also launched the Fantasy Britney Spears website on September 15, featuring promotional content such as wallpapers, ringtones, and online games tied to the fragrance.[13]

TV Commercial

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The television commercial premiered online through AOL on September 15 before its broadcast debut on MTV’s Total Request Live one day later.[13] 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.[14] 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.

Fantasy: Promo CD

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Fantasy Promo CD
EP by
Britney Spears
Released2005 (2005)
GenrePop, Electronic
Length8:18
LabelJive Records

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.

Track listing

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No.TitleWriter(s)Producer(s)Length
1."Breathe on Me"
  • Stephen Lee
  • Steven Anderson
  • Lisa Greene
3:43
2."And Then We Kiss"
  • Britney Spears
  • Mark Taylor
  • Paul Barry
4:28
3."Fantasy Fragrance Commercial"  0:30
Total length:8:41

Reception

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Fantasy received continued attention in fragrance publications after its release and is associated with the rise of gourmand celebrity perfumes in the 2000s. Reviews frequently discussed the perfume’s combination of sweet gourmand notes with floral and musky accords.[15] Fragrance expert Ren Reynolds described the perfume as appealing to both younger and older audiences because it combined sweet dessert notes with more traditional floral and musky notes. In an interview with Newsweek, Reynolds said consumers associated the fragrance with adolescence and early fragrance purchases.[15]

The success of Fantasy led to several follow-up releases, including Midnight Fantasy. Reviewing the fragrance for The New York Times, Chandler Burr praised its approach to gourmand perfumery and gave it four out of five stars. Burr also highlighted perfumer Caroline Sabas’ use of fruit notes such as strawberry, raspberry, and mango in the composition.[16]

Flankers

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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.

No. Fragrance Tagline Perfumer Top Notes Middle Notes Base Notes Year Ref.
1 Midnight Fantasy "Magic Begins at Midnight" Caroline Sabas Plum, Sour Cherry, Raspberry Orchid, Iris, Freesia Vanilla, Musk, Amber 2006 [17]
2 Hidden Fantasy "What Do You Have to Hide?" Rodrigo Flores-Roux Orange, Tangerine, Lemon Verbena, Neroli Sweet Notes, Clove, Lily, Jasmine Vanilla, Amber, Woodsy Notes, Sandalwood 2008 [17]
3 Circus Fantasy "Where Nothing is What it Seems..." Jean-Marc Chaillan Raspberry, Sugar, Apricot Orchid, Peony, Water Lily Vanilla, Musk, Violet, Woody Notes 2009 [17]
4 Island Fantasy "What's Your Island Fantasy?" Stephen Nilsen Watermelon, Clementine, Mandarin Orange, Red Berries Freesia, Violet, Jasmine Sugar Cane, Musk 2013 [17]
5 Fantasy: The Nice Remix "Everybody Has One. Naughty or Nice" Marypierre Julien, Caroline Sabas, James Krivda Kiwi Cupcake, Jasmine Musk 2014 [17]
6 Fantasy: The Naughty Remix "Everybody Has One. Naughty or Nice" Marypierre Julien, Caroline Sabas, James Krivda Jasmine White Chocolate Orchid, Cupcake Woody Notes, Iris, Musk 2014 [17]
7 Rocker Femme Fantasy "Unlock Your Rock n' roll Side" Marypierre Julien, Caroline Sabas Whipped Cream, Coconut, Blackberry Gardenia, Violet, Jasmine Vanilla, Cashmere Wood, Musk, Amber 2014 [17]
8 Fantasy The Intimate Edition "Everybody Has an Intimate Fantasy" Olivier Gillotin, Givaudan Litchi, Italian Lemon, Violet Leaf Brown sugar, Ozonic notes, Genet, Jasmine, Lily of the Valley Vanilla, White Musk, Heliotrope, Benzoin 2015 [17]
9 Maui Fantasy "Aloha from Hawaii" Caroline Sabas Passion Fruit, Strelitzia, Pink Grapefruit Tiare Flower, Hibiscus, Cyclamen, Orange Blossom Coconut, Vanilla, Musk, White Amber, White Woods 2016 [17]
10 Fantasy in Bloom "Pure Enchantment in One Bottle" John Gamba Japanese Cherry Blossom, Red Berries, Green Mandarin Jasmine, Osmanthus, Tuberose Vanilla, Sandalwood, Amber 2017 [17]
11 Sunset Fantasy "Experience Summer in a Bottle" Caroline Sabas Italian Mandarin, Apple, Blood Grapefruit Peach, Raspberry Leaf, Orange Blossom Vanilla, Amber, Australian Sandalwood 2018 [17]
12 Rainbow Fantasy "What Color is Your Fantasy?" Gil Clavien Cloudberry, Pear Leaf, Finger Lime Water Lily, Peony, Jasmine Cotton Candy, Crystal Amber, Woody Notes 2019 [17]
13 Glitter Fantasy "Dare to Shine" Caroline Sabas Red Berries, Plum Heliotrope, Lotus, Violet Musk, Benzoin, Agarwood (Oud) 2020 [17]
14 Festive Fantasy "Life is a Fantasy" Dewberry, Sour Cherry, Plum Freesia, Lily, Jasmine Sugar, Vanilla, Musk, Sandalwood 2020 [17]
15 Fantasy Intense "Your New Fantasy Awaits" Olivier Gillotin Milk Mousse, Litchi, Pear, Kiwi White Chocolate, Cupcake, Jasmine, Orchid Patchouli, Woodsy Notes, Musk, Orris 2021 [17]
16 Electric Fantasy "Electrify Your Fantasy" Gil Clavien Passion fruit, Mandarin Orange, Lychee, Pink Pepper Heliotrope, Peony, Jasmine, Orange blossom Benzoin, Ambrox, Haitian Vetiver, Patchouli 2021 [17]
17 Fantasy Sheer "Your Next Fantasy Awaits" Olivier Gillotin Citruses Water, Litchi, Quince Water LilyM, Lily of the Valley Cupcake, White Musk, Iris, Woodsy Notes 2021 [17]
18 Blissful Fantasy "Find Your Bliss" Gil Clavien Melon, Lily, Freesia Tiare Flower, Tuberose, Jasmine Musk, Sandalwood, Orris Root 2022 [17]
19 Naked Fantasy "Bare Your Beauty" Olivier Gillotin Hard Cider, Blackcurrant, Lemon Peach, Osmanthus, Water Lily Cupcake, Vanilla, Apricot, Musk 2022 [17]
20 Jungle Fantasy "Unleash Your Wildest Fantasy" Caroline Sabas Watermelon, Yuzu, Violet Leaf Water Lily, Gardenia, Gustavia Flower Cupcake, Tonka 2023 [17]
21 Candied Fantasy "Make Life a Little Sweeter" Bubble Gum, Strawberry, Orange Hibiscus, Jasmine Sambac, Lily of the Valley Cupcake, Musk, Sandalwood 2024 [17]
22 Fantasy Dit It Again Edition "Dare to do it Again" Mandarin, Pear, Lily of the Valley Rose, Lavender, Almond Cream, Milk Mousse Musk, Sandalwood, Cherry 2025 [17]

References

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  1. ↑ "Why success still smells sweet for Britney Spears". 2 March 2018. Archived from the original on 14 June 2023. Retrieved 1 September 2024.
  2. ↑ "Elizabeth Arden Annual Repport 2007" (PDF). Elizabeth Arden. December 1, 2007. Retrieved December 12, 2024.
  3. ↑ Barton, Laura (25 February 2008). "Britney and the sweet smell of distress". The Guardian. Archived from the original on 1 September 2024. Retrieved 1 September 2024.
  4. ↑ "A Fragrance Fantasy for Spears" (PDF). WWD Friday Beauty. June 24, 2005. Archived (PDF) from the original on September 1, 2024. Retrieved August 31, 2024.
  5. ↑ "A Fragrance Fantasy for Spears" (PDF). WWD Friday Beauty. June 24, 2005. Archived (PDF) from the original on September 1, 2024. Retrieved August 31, 2024.
  6. ↑ "Elizabeth Arden gears up for fragrant second half". Moodie Davitt Report. May 10, 2005. Retrieved September 7, 2024.
  7. ↑ "Elizabeth Arden Sees 4.1 Percent Rise in Income" (PDF). WWD Friday Beauty. February 3, 2006. Retrieved September 7, 2024.
  8. ↑ "Taylor Swift Smells Sweet Success". The Hollywood Reporter. November 5, 2010. Retrieved September 7, 2024.
  9. ↑ "A Fragrance Fantasy for Spears" (PDF). WWD Friday Beauty. June 24, 2005. Archived (PDF) from the original on September 1, 2024. Retrieved August 31, 2024.
  10. 1 2 "Fantasy Fragrance Becomes a Reality". Beauty Packaging. February 1, 2006.
  11. ↑ "A Fragrance Fantasy for Spears" (PDF). WWD Friday Beauty. June 24, 2005. Retrieved September 7, 2024.
  12. ↑ "A Fragrance Fantasy for Spears" (PDF). WWD Friday Beauty. June 24, 2005. Retrieved September 7, 2024.
  13. 1 2 "Arden poised to unveil new Britney Fantasy". Moodie Davitt Report. May 10, 2005. Retrieved September 7, 2024.
  14. ↑ "Britney Spears Fantasy Myth". POSTKIWI. December 21, 2005. Retrieved September 7, 2024.
  15. 1 2 "Fragrance Expert Goes Viral After Ranking $19 Britney Spears Perfume". Newsweek. March 19, 2022. Retrieved December 14, 2024.
  16. ↑ "Scent Notes Midnight Fantasy Britney Spears". The New York Times. March 19, 2009. Retrieved December 14, 2024.
  17. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Brenden Gallagher (July 23, 2018). "The 20 best Britney Spears perfumes, ranked". Daily Dot. Retrieved July 16, 2023.
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