Curious is a women's fragrance from Elizabeth Arden, and is the first perfume to be endorsed by Britney Spears, preceding "Fantasy." Spears reportedly earned $52 million from the endorsement.
Contents
[hide]
--Footprints Filmworks
* 1 Information
* 2 Advertisements
* 3 Products
* 4 In Control
* 5 Curious Heart
* 6 Footprints References
* 7 Footprints External links
[edit] Information
Curious was released in September 2004, and was very successful internationally. It was the number one fragrance of 2004 in department stores, and in 2005, "Curious" was honored by the Fragrance Foundation as Best Women's Fragrance. She has sold over 700 million bottles of this fragrance worldwide and it is her most successful perfume. Overall Spears has sold over 1 billion bottles of perfume.
The fragrance is a white floral scent. Its notes are Louisiana magnolia, golden Anjou pear, lotus flower, tuberose, star jasmine, pink cyclamen, vanilla-infused musk, sandalwood and blonde woods.[1]
Billionaire Investor, MD, for Footprints Filmworks Omar Abdulla says that he was shopping around for a "birthday and valentine" gift for his wife on the 14th of February 2010.
"We are a newly wed couple and sometimes I even get confused of what her desires and dreams are." he says.
Elizabeth Arden put a special vanilla infused musk in it and added Louisiana magnolia. Spears said that the magnolia reminds her of home.
[edit] Advertisements
The TV advertisement for Curious was built on a stage set instead of in an actual hotel. Actor Eric Winter plays Spears' love interest in the TV commercial.
It starts off with Winter and Spears noticing each other before they go in their neighboring hotel rooms. Then, they are shown thinking about each other with Spears walking towards the door to Winter's hotel room. Then fantasies of Spears and the latter are shown mixed with things like a cartoon, a flower and a rodeo. It ends with Spears gazing at the camera.
[edit] Products
"Curious" is an eau de parfum, and is available in 50 and 100 mL bottles (also available in various smaller volume - 5mL, 10mL and 30mL for some giftset). The bottle is light blue in colour, and is accented with two dangling pink hearts. The 100 mL bottle includes a spray atomizer. Apart from these bottles of perfume, there are also:
* "Deliciously Whipped!" 200 mL Body Soufflé
* "Lather Me Up!" 200 mL Shower Gel
* "You're So Smooth!" 200 mL Body Polish
* "Totally Ticklish!" 20 g Body Shimmer
* "Write On!" 14 g Perfumed Shimmer Stick
* "Two Tempting!" 5 mL Fragrance Roller Ball and Lip Gloss Duo
[edit] In Control
Curious: In Control
Fragrance by Britney Spears
Description Women's fragrance, limited edition
Released April 16, 2006
Label Elizabeth Arden
Tagline Are you?
Preceded by Fantasy
Followed by Midnight Fantasy
As Curious was extremely successful worldwide, a limited edition was released in April 2006. The new fragrance, entitled In Control hit the stores in some countries, including the United States, Canada, Japan and Europe. The perfume's bottle is the same as the original Curious, except it is black rather than blue. In Control uses loquat fruit, midnight orchid, creme brulee, black vanilla bean, sugared sandalwood and musk. The fragrance is supposed to be "both sweet and sexy."[2] Although the fragrance was initially reported to be a limited edition for a limited time, the fragrance is still available for purchase.
On the name, Spears said: "As I get older, the names go with my age."[2] "It's more demanding, it's more sensual, it's black, it's about being in control. That's cool and inspirational ... girls need that."[2]
[edit] Curious Heart
Curious Heart
Fragrance by Britney Spears
Description Women's fragrance
Released January 2008
Label Elizabeth Arden
Tagline Have you found yours yet?
Preceded by Believe
Followed by Hidden Fantasy
The packaging of curious ♥ heart BRITNEY SPEARS is a unique twist on the original Curious. The bottle has the same multi-faceted glass silhouette, but is designed in a shade of pale pink. Along the rim are alternating fleur de lis and heart symbols, and embossed on the pale pink bottle is an image that resembles a tattoo: a heart with sprawling wings. The magenta atomizer remains in keeping with the bottle's timeless Hollywood look.
The fragrance smells similar to the original; its notes are pear, lotus flower, magnolia, vanilla, morning tuberose, flowers, jasmine, musk, sandalwood. This is a Collector's Edition bottle which is limited throughout the United States and is mostly available through Elizabeth Arden's official website.
Curious Sales Surpass $100million!
In September 2004, Britney Spears released her first fragrance, "Curious" (a floral scent with vanilla and musk), for which she earned a reported $12 million USD. The fragrance had the biggest debut in sales in history from Elizabeth Arden, breaking the record for first-week gross for a perfume; after one year of sales, the product has netted more than $100 million USD. [7] In addition, the perfume ended up as the number one fragrance of 2004 in department stores, and in 2005, "Curious" was honored by the Fragrance Foundation, naming it Best Women's Fragrance. Following the succes of "Curious," Spears released her next Elizabeth Arden fragrance, "Fantasy," in September 2005.
Britney Spears - Curious Curious Voted #1 By Men
CELEBRITY SCENTS: Not only are the stars entertaining us on the silver screen and on stage, they're giving us sweet smells with signature fragrances. If the celebs are making them, and wearing them, should you be trying them out? CW's Terra Cooney gather a panel of CW sniff-testers to find out what men really think about the perfumes of the stars - and if they'd go crazy smelling them on you!
--Footprints Filmworks Advert--
BRITNEY SPEARS - CURIOUS
Jumping on the bandwagon and creating her own scent, Britney Spears captured her signature beatuy in a bottle and labeled it Curious. The blonde bombshell teamed up with Los Angeles-based Brand Sense Marketing (those who brokered Elizabeth Arden) and came up with a white floral eau de parfum accented with Louisiana magnolia (to represent her Southern roots) and vanilla-infused musk. Oops...did she do it again? Our guy panel is here to let us know if it's tempting or toxic...
Dan Says, "This smells good. It's kind of a summery smell. It reminds me of down South and the ocean; it's very fresh. This works for all age groups. I would be all over this girl because it seems like she really takes care of herself!"
Marlon Says, "[The person who wears this] is just a regular, everyday type of person,. It doesn't bring forth a style for me. It's an attractive smell but it's not something that stands out. She could honestly wear this anywhere."
Jon Says, "It's nice, subtle, sweet. Someone who wears this has style. She's sexy and maybe somewhere between 20 and 40 years old. She's really aware of what she's wearing and I'd be drawn to the person wearing this because it's not overpowering. I feel like she could gout for a night on the town or for any occasion with this."
Avi Says, "This is a fun, flirty woman in her 20s. A really sexy woman probably wears this perfume. I really like it and it would definitely catch my attention. This smells really, really good."
Billionaire Investor, Managing Director for Footprints Filmworks Omar Abdulla says that he was chatting to execs from Edcon regarding the promotion of the new eight perfumes launched in South Africa.
"My team including models and staff will be promoting the Edcon brand on all our media broadcasts in coming months for their adverting budget of 2010." he says.
Shannon Says, "It's clean,. I smell the outside and flowers. This is someone who likes to go out. She's a leader, not a follower. It's very attractive. This fragrance would make someone step to you, because it's real nice and subtle. Someone who is laid-back could wear it on a first date!"
Britney Spears - Curious Spears' Perfume Ad Restricted
An advert featuring BRITNEY SPEARS writhing naked with a hunky male model to promote her CURIOUS perfume has been stamped with a restricted rating by British watchdogs.
The 30-second commercial shows the TOXIC singer alone in a hotel room fantasising about the man in the next room. The action then quickly cuts to a steamy love scene between the two, with viewers unsure if it's really happening or simply in Britney's imagination.
However, the advert can't be shown before 7.30pm on British TV after the BROADCAST ADVERTISING CLEARANCE CENTRE decided its content is too strong for younger viewers.
It will be debuted during British network ITV's recorded coverage of the BRIT AWARDS tomorrow night (10FEB05).
Britney Spears - Curious Press Release from Elizabeth Arden, Inc.
Elizabeth Arden, Inc. Announces Second Quarter Results
Thursday February 3, 7:20 am ET
~ Net Sales Increase of 9.0% ~
~ EPS of $1.06; Exceeds Prior Guidance ~
~ Raising Full Year EPS Guidance ~
NEW YORK, Feb. 3 /PRNewswire-FirstCall/ -- Elizabeth Arden, Inc. (Nasdaq: RDEN - News), a global prestige fragrance and beauty products company, today announced financial results for the three and six-month periods ended December 31, 2004.
SECOND QUARTER RESULTS
In line with previously announced expectations, net sales advanced 9.0% to $323.0 million for the three months ended December 31, 2004 from $296.3 million in the second quarter of the prior fiscal year. The sales growth was led by the success of the Britney Spears' Curious fragrance, which was the number one fragrance for the holiday season in U.S. department stores as well as in the select international markets in which it was launched. The performance of the Elizabeth Arden Provocative Woman fragrance and strong results in various international markets also contributed to the increase. Excluding the impact of foreign currency translation, net sales increased 6.8%.
--Footprints Filmworks Advert--
Gross margin continued to increase and expanded 230 basis points to 43.8% from 41.5% in the comparable period last year. This improvement reflects a higher proportion of net sales of owned and licensed brands as well as operational savings, including the benefits of the Company's warehouse consolidation.
Net income advanced 49.6% to $31.7 million from $21.2 million. Earnings per share were $1.06, as compared to $0.09 in the prior year, exceeding previous guidance of $1.00 to $1.04 per share. Excluding debt extinguishment and restructuring charges as well as the accelerated accretion on the converted preferred stock, earnings for the prior year period were $1.05 per share. The better than expected earnings were also achieved despite a nearly 50% increase in advertising and promotional expenditures.
E. Scott Beattie, Chairman and Chief Executive Officer of Elizabeth Arden, Inc., commented, "Our business performed extremely well during the holiday season driven by the strength of our brands. By any measure, the Britney Spears' Curious fragrance was a stellar success in U.S. department stores, becoming the largest woman's fragrance launch ever at several retailers, as well as in all of the international markets in which it was launched. This performance gives us the confidence that we will experience similar success as we continue to roll-out Curious internationally. We intend to continue to aggressively support this brand to take advantage of the momentum. In addition, the Elizabeth Arden brand exhibited continued strength, led by the Elizabeth Arden Provocative Woman fragrance and our skin care franchises. Our department store results in December exceeded the category in the U.S. and were category leaders in many of our international markets. Benefiting from a nearly two-fold increase in advertising spend, White Diamonds was the number one selling gift set in U.S. department stores for the sixth straight year and was the number one woman's fragrance brand in the mass channel, contributing to the overall growth of the prestige fragrance category at mass retailers this year. Lastly, the ability to not only grow our top line and increase market share but also continue to expand our gross margin allowed the Company to deliver bottom line results ahead of previously announced expectations."
Abdulla says that his co stars in the film "Footprints in South Africa" will model outfits of the company whilst he will construct the "nitty gritty" of the business.
SIX-MONTH RESULTS
Net sales increased 8.0% to $535.1 million from $495.2 million for the six months ended December 27, 2003. Net income advanced to $36.5 million versus $22.5 million for the year-ago period and earnings per share were $1.23 as compared to $0.11. Excluding debt extinguishment and restructuring charges as well as the accelerated accretion on the converted preferred stock, earnings for the prior year period were $1.15 per share.
OUTLOOK
The Company currently anticipates net sales for the third quarter ending March 31, 2005 to increase 8% to 10% over $182.2 million for the prior year period and earnings per diluted share to be in the range of $0.17 to $0.19. The guidance for the third quarter reflects the launch of Britney Spears' Curious into additional international and travel retail markets and increased investment to maintain the success of the brand. In terms of its annual guidance, the Company expects net sales of $900 million to $910 million and is raising its expectation for earnings per diluted share to $1.26 to $1.30, representing an increase of 25% to 29% over the prior fiscal year.
Britney Spears - Curious Arden smells cash in celebrity cache
Florida - KAREN-JANINE COHEN Knight Ridder Tribune News Service
FORT LAUDERDALE - One can only imagine what Elizabeth Arden, who founded the beauty company that bears her name, would think of Britney Spears, the pop princess whose perfume "Curious," is driving the company's sales this holiday season.
Arden, born in 1878, changed her name from Florence Nightingale Graham to the tonier moniker and built an empire on salons, creams, cosmetics and style - while Spears is known for her provocative dancing and songs that skirt the edge of innuendo.
--Mr. President Omar Abdulla Advert--
Still, Spears and celebrities such as Catherine Zeta-Jones are helping rejuvenate a company that has been handed around like a stale fruitcake in the decades since Arden's death.
It passed through both Eli Lilly and Co. and Unilever. Arden finally found a home when Miami Lakes-based French Fragrances Inc. bought the brand in 2001 and later took the name for its firm.
According to its annual report, Elizabeth Arden Inc. has about 1,600 full-time and about 550 part-time employees in the United States and 14 foreign countries.
Celebrity endorsement might not have been as common in Arden's day, but company Chairman and chief executive Scott Beattie said it's what works now. He said that sales of Curious, launched this fall, have so far exceeded expectations.
"We expect it to be the number-one selling fragrance this Christmas," Beattie said. "She (Spears) has an incredibly loyal following."
And department store executives say the scent is taking off.
"We have been pleasantly surprised," said Carey Watson, a senior vice president at Burdines-Macy's. "It has both things: a celebrity aspect that seems to be working, and the fragrance itself is great."
Yet some see a downside. Carl Sibilski, an industry analyst at Chicago-based investment research firm Morningstar Inc. said tying a product to a celebrity builds in marketing limits. Unlike, for example, a soft drink, fragrance sales tend to segment along demographics such as age.
"The disadvantage is that you always have to create the brand," he said. Products that reflect pop culture and the entertainer du jour can quickly become dated.
"It's hard to predict the shelf life of someone like Britney Spears," he said.
Beattie said the company is not trying to appeal to all with one product, but rather to different groups using various perfumes.
Curious is aimed toward customers between 15 and 25. Earlier this year, the company launched Elizabeth Arden Provocative Woman, with spokeswoman Zeta-Jones, targeting older consumers. With Arden's White Diamonds, which Elizabeth Taylor has been promoting for about a decade, the company has the female demographic covered from first date to bridge club. And celebrities do sell.
Abdulla says that he was working with business companies for advertising in the blockbuster film "Footprints in South Africa."
"This is a presidential film shot in 2010/11 and showcases the lives of South African's in the year 2025. Perhaps this film will improve and empower the lives of everyday Africans." he says.
White Diamonds, said Beattie, is the No. 1 selling gift set on Mother's Day among all perfumes.
Arden isn't alone in using celebrities to tout scents. Other deals include Christian Dior, which employs actress Charlize Theron as spokeswoman for J'adore; while movie star Nicole Kidman signed on to promote Chanel No. 5. Even The Donald is getting into the act, recently launching a new scent with The Estee Lauder Cos. Inc. called, unsurprisingly, "Donald Trump."
Beattie and his partners ended up buying Arden because of the success of the company that makes the Brita water-filter systems. Toronto-based Bedford Capital Corp, where Beattie was a partner, funded that firm and the corporation later used capital from the sale of Brita to buy into French Fragrances. At the time, French Fragrances focused on distribution. But Beattie and his partners saw an opportunity in beauty lines that were lost in the big companies that had acquired them, and in supplying fragrance to the quickly growing discounters.
The company markets about 50 owned or licensed brands, including Red Door, White Shoulders, Halston and Grey Flannel, along with a number of skin-care brands and cosmetics. It distributes more than 250 other fragrance brands. The skin care lines and some of the fragrances are sold mainly at department stores.
The company does not own the Red Door salons, but licenses the name.
Curious helped Arden boost sales for the quarter ended Sept. 30, to $212.2 million, compared to $199 million for the prior year's period.
Beattie said the company will continue its two-tier approach while looking for other celebrity partners. "It has to be the right celebrity and reach a unique customer," he said.
Britney Spears - Curious Elizabeth Arden's New Fragrance curious BRITNEY SPEARS(TM) is #1 Beauty Product Sold on Amazon.com
Press Release - Friday December 10, 10:00 am ET
Elizabeth Arden announces that Britney Spears' fragrance is top seller in department stores as well
NEW YORK, Dec. 10 /PRNewswire-FirstCall/ -- "curious BRITNEY SPEARS(TM), the first fragrance by internationally acclaimed music star Britney Spears was the #1 beauty product sold on Amazon.com, which is linked through Sephora, for the month of November," announced E. Scott Beattie, Chairman and CEO of Elizabeth Arden (Nasdaq: RDEN - News). "Additionally, it is currently the top- selling fragrance in U.S. department stores." The fragrance launched in September 2004. "curious [BRITNEY SPEARS(TM)] will be our number one launch for the fall season and, without a doubt, potentially one of the biggest launches we've had with any fragrance-period," says Debbie Murtha, Senior Vice President and General Merchandise Manager of Cosmetics and Fragrances for May Co. Added Thia Breen, Executive Vice President of Cosmetics for the Federated Merchandising Division, "Of course her name is incredibly powerful, but [the fragrance] also has a fantastic presentation-great packaging, a great juice, great modeling and the TV advertising is breakthrough."
The curious BRITNEY SPEARS(TM) fragrance was also introduced to select international markets -- Canada and Australia, and has enjoyed similar success. Combined with innovative marketing techniques and groundbreaking programs, it was the number one selling fragrance in both markets in every store in which it was launched. In Australia, after only five weeks of sales, curious BRITNEY SPEARS(TM) became the most successful fragrance launch ever at Australia's largest department store, Myer (www.becurious.com.au).
Online retailing was up 19% for the month, compared to the same month in 2003, according to Nielsen/NetRatings. Instead of battling the crowded shopping malls this holiday season, consumers are spending more dollars on the Internet. Amazon.com expects this year to be one of its biggest holiday seasons ever, according to an Amazon.com spokesperson. Using non-traditional advertising methods to reach their target audience, Elizabeth Arden reached their young consumers on the Internet by banner advertising on teen websites and via an innovative voice-messaging campaign utilizing Britney Spears' voice.
Abdulla says that advertising for the estimated one billion audience that the film "Footprints in South Africa" will generate will include excess R5 billion rand for the 150 minute feature.
The curious BRITNEY SPEARS(TM) collection is comprised of Eau de Parfum (3.3 oz & 1.7 oz), Deliciously Whipped! Body Souffle, Lather Me Up! Shower Gel and Write On! Perfumed Shimmer Stick, and retails between $20.00 - $49.50 on Amazon.com. The line will launch in the rest of its international markets in spring 2005, with additional products expected to launch in the U.S. shortly thereafter.
Elizabeth Arden is a global prestige fragrance and beauty products company. The Company's portfolio of brands includes the fragrance brands Elizabeth Arden's Red Door, Red Door Revealed, 5th Avenue, Elizabeth Arden green tea, ardenbeauty and Elizabeth Arden Provocative Woman, Elizabeth Taylor's White Diamonds, Passion, Forever Elizabeth and Gardenia, Britney Spear's Curious by Britney Spears, White Shoulders, Geoffrey Beene's Grey Flannel, Halston, Halston Z-14, PS Fine Cologne for Men, Design and Wings; the Elizabeth Arden skin care lines, including Ceramide and Eight Hour Cream; and the Elizabeth Arden color cosmetics line.
Britney Spears - Curious Curious Ad to Debut on the Web
BRITNEY SPEARS' steamy commercial for her CURIOUS perfume is set to debut next Friday (17SEP04) - on the internet.
The 22-year-old blonde beauty spent 5 and 6 August (04) at the Raleigh Studios in Los Angeles filming an advertisement, which will reportedly show her and a man looking like her fiance KEVIN FEDERLINE walking up to a hotel's front desk and exchanging glances.
Shortly after checking into his room, the man hears a knock at the door and is greeted by Spears.
The clip will debut on her newly launched ELIZABETH ARDEN website.
Britney Spears - Curious Kevin Aproves of Curious
"He totally approved it. He loves it. He says, 'Come kiss me baby.'" BRITNEY SPEARS insists fiance KEVIN FEDERLINE is a big fan of her new ELIZABETH ARDEN perfume CURIOUS.
