07.23.18
Britney Spears has teamed up with Revlon to launch a new fragrance — Britney Spears Prerogative.
Spears says, "Prerogative is all about empowerment and confidence—we all deserve to feel free and fierce.” A press release states the fragrance is “olfactive statement of authenticity and individuality, designed to embolden anyone who wears it to be whoever they want to be.”
Britney Spears Prerogative is Spers' first gender-neutral scent. It is an Oriental Woody Amber, with a gourmand twist. It includes notes of Latex Petals and Red Calla Lily with fruit-forward top notes and warm, woody base notes.
The Packaging
Prerogative, since it is gender-neutral, has an entirely different look from the 'girlie' design of many of Spears' past fragrance bottles, which were often egg-shaped and adorned with rhinestones.
The bottle sits on its side and resembles a hexagon. It is a hybrid shape, Revlon says, “with sharp edges and soft, rounded corners to reflect the contrasting sensibilities that Prerogative represents.”
The center of the bottle looks soft pink, which may be the color of the juice, while the outer edges look black. The carton is boldly decorated, in hot pink and black.
The Ad Campaign
The ad campaign promises to reveal exciting new images of Britney over the next several months.
Ron Rolleston, EVP Global Fragrance Marketing, at Revlon, says, "The Britney Spears fragrance portfolio evolves with each new scent. With this campaign, we showcase the confidence, versatility, and individuality that Britney has demonstrated throughout her career.”
Check out the video below — and follow #MyPrerogative, @BritneySpears and @BritneySpearsFragrances for campaign updates.
Britney’s Successful Fragrance Franchise
Will Spears continue her successful track record in the fragrance industry? Prerogative has a lot to live up to. It is the pop star’s 24th fragrance.
Spears’ first scent, Curious, was developed with Elizabeth Arden fourteen years ago — and broke the company’s records for a fragrance launch. Spears is even credited with making young women care about fragrance, for the first time. (See this article by Racked that explains how Spears has built one of the most lucrative fragrance collections of all time.)
Prerogative will be available this month at Walmart in-stores and online, nationwide, followed by a launch at Kohl’s, in-store and online, in August.
