Fantasy (fragrance)

Fantasy
Fragrance by Britney Spears
Released	September 15, 2005
Label	Elizabeth Arden
Tagline	Everybody has one

Fantasy is a women's fragrance by American singer Britney Spears in collaboration with Elizabeth Arden. 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 and contributed to the trend of celebrity-endorsed perfumes in the mid-2000s.

Conception

Following the success of her debut fragrance, Curious (2004), Spear's sophomore fragrance was announced to hit U.S. department store counters in September 2005. Tamara Steele, senior vice president of marketing fragrance for Elizabeth Arden commented on their plans with the new fragrance “Our aim with Fantasy is to capture Britney in a new phase of her life,” Steele stated. “Curious was about taking chances, being rebellious, bold and young. Fantasy is more romantic and sexy. Now that Britney is married and starting a family, it’s time for a more seductive, elusive fragrance. We’re developing brand concepts that resonate with consumers.” In her statement Steele also mentioned the new fragrance would be offered in 1,800 department stores across the U.S. starting in September of that year. While the fragrance was primarily aimed at individuals aged 18 to 30, Steele emphasized that the brand also has a loyal following among those in their 30s.

Scent and packaging

Fantasy was created by Ann Gottlieb and Givaudan, featuring top notes of red lychee, golden quince, and exotic kiwi; a heart of cupcake accord, jasmine petals, and white chocolate orchid; and a base of creamy musk, orris root, and sensual woods. The bottle, designed by Jean Antretter, is a fuchsia orb adorned with pale green Swarovski crystals. Its neck is encircled by interlocking rings, symbolizing the quest for eternal love, and is topped with a transparent fuchsia cap.

Tamara Steel, vice president of fragrance at Elizabeth Arden said about the fragrance's packaging that “The Swarovski crystals were used as a symbol of Britney’s glittering charm and the interlocking pattern of the ring represents the pursuit of everlasting love”. She also stated that “Pink was chosen by Britney as it is her favorite color. The bottle conveys the romance and seductiveness of the fragrance.”

Jean Antretter, senior design director at Elizabeth Arden, collaborated with Britney Spears to design the bottle, cap, and secondary packaging. Spears personally selected the round shape of the bottle and its color. The fragrance is packaged in a folding carton that is "playfully designed in pink, green and blue and builds suspense. Like a magic storybook, the carton opens up to reveal the exquisite round fuchsia bottle," according to Steele. The cartons are engineered to unfold when the lid is lifted, a feature similar to Spears' first fragrance, Curious. However, the secondary packaging is distinguished by its unique color scheme and graphic design.