Please Hold on to Your Hats as Britney Spears Introduces Her Newest Fragrance, CIRCUS...

Wed Sep 2, 2009 12:35pm EDT

* Reuters is not responsible for the content in this press release.

Please Hold on to Your Hats as Britney Spears Introduces Her Newest Fragrance,
CIRCUS fantasy BRITNEY SPEARS(TM) for Elizabeth Arden
Britney Spears debuts CIRCUS fantasy BRITNEY SPEARS(TM) at select department
stores in September 2009



NEW YORK, Sept. 2 /PRNewswire-FirstCall/ -- Following the highest grossing
tour of 2009, Britney Spears has done it again with her latest fragrance
CIRCUS fantasy BRITNEY SPEARS(TM).  Inspired by her smash hit and fifth #1
album "CIRCUS", CIRCUS fantasy BRITNEY SPEARS(TM) will be available in
September 2009 at Macy's, Kohl's and Dillard's.

Capturing the excitement that surrounds "The Circus Starring Britney Spears,"
a world of magic and intrigue comes to life with this new scent.  Vibrant and
whimsical, CIRCUS fantasy BRITNEY SPEARS(TM) takes you on an exhilarating
adventure where nothing is what it seems. 

"I fell in love with the circus story we created with my tour and am really
excited to be able to bottle it up and share it with my fans," said Britney
Spears. 

"This is the first time Elizabeth Arden has created a fragrance named after,
inspired by and entirely aligned with one artist's album and tour," said Ron
Rolleston, Executive Vice President for Global Fragrance Marketing at
Elizabeth Arden.  "Britney Spears' global success and following is inspiring
to so many of her fans.  We loved being able to bottle the thrill and
excitement she demonstrates each night she performs."

"The Circus Starring Britney Spears" is a dazzling display of music, dance,
magic and theatrics. With its cast of nearly 50 dancers, magicians, clowns and
acrobats and a traveling staff of over 200, the 50 million dollar extravaganza
will return to North American with an unprecedented 60 tons of equipment in 34
trucks for what has already proven to be the most electrifying musical event
ever. 

"The Circus Starring Britney Spears" kicked-off in New Orleans, Louisiana, USA
on March 3, 2009, and is the highest grossing tour of 2009 in North America to
date. "The pop star. . .pulled out all the stops before a sell-out crowd of
16,400 to launch her much anticipated world tour," states Reuters. Britney is
currently touring Europe to rave reviews. "The Circus Starring Britney Spears,
the relentlessly high octane and superbly choreographed affair delighted
23,000 assembled fans" claims the UK's Daily Mail, and The Financial Times
states ". . .with costume changes, a mini-magic show and blingy bicycles, the
presentation was a feast for the eyes."

Britney Spears is bringing "The Circus Starring Britney Spears" back to North
America. Britney will return to North America August 2009 to perform in 21
cities. 

Tour dates are:

    AUGUST, 2009
    20          Hamilton, ON            Copps Coliseum
    21          Ottawa, ON              Scotiabank Place
    24          New York, NY            MSG
    25          New York, NY            MSG
    26          New York, NY            MSG
    29          Boston, MA              TD Banknorth Garden
    30          Philadelphia, PA        Wachovia Center

    SEPTEMBER, 2009
    1           Orlando, FL             Amway Arena
    2           Miami, FL               AA Arena
    4           Atlanta, GA             Philips Arena
    5           Greensboro, NC          Coliseum
    8           Detroit, MI             The Palace of Auburn Hills
    9           Chicago, IL             Allstate Center
    11          Des Moines, IA          Wells Fargo Arena
    12          Grand Forks, ND         Alerus Center
    15          Tulsa, OK               BOK Center
    16          Houston, TX             Toyota Center
    18          Dallas, TX              American Airlines Center
    19          Bossier City, LA        CenturyTel Center
    21          El Paso, TX             Don Haskins Center
    23          Los Angeles, CA         Staples Center
    24          San Diego, CA           San Diego Sports Arena
    26          Las Vegas, NV           Mandalay Bay
    27          Las Vegas, NV           Mandalay Bay



Tickets are currently on sale. Fans can visit www.BritneySpears.com for tour
and ticketing information.

Britney Spears is one of the top-selling artists of the last decade, and to
date she has sold in excess of 63 million albums worldwide: . . .Baby One More
Time (1999); Oops!... I Did It Again (2000); Britney (2001); In The Zone
(2003) and Blackout (2007).  Her current album "CIRCUS" released on her
birthday, December 2, 2008, debuted No. 1 in six countries including Canada,
Switzerland, Mexico, Brazil, Japan, and Top 10 in an additional seven
countries.

THE FRAGRANCE INSPIRATION
The inspiration for the fragrance comes from Britney's desire to captivate her
audience in every way possible.  CIRCUS fantasy BRITNEY SPEARS(TM) is a scent
capturing all of the magical elements and excitement surrounding the circus. 
With a colorful illusion of luscious fruits, electric floral nectars, and a
wink of tempting candy, CIRCUS fantasy BRITNEY SPEARS(TM) is another act that
brings the circus to life. 

THE FRAGRANCE 
Luscious fruits, tempting florals and creamy musks capture the magical
atmosphere of the show with a colorful illusion of fun, sexiness and glamour.

Welcome the Ringleader 
The spectacle opens with juicy accords of sugar-coated raspberry and apricot
blossom, reminiscent of tempting candy.

Uncover the Illusion
The magic continues as blue peony, waterlily and addictive red sweetheart
orchid take the limelight with delicious sensations and exhilarating
temptations. 

Steal the Spotlight 
The grand finale is a captivating sense of seductive sensuality, blending
sweet vanilla wood, creamy musks and violet candy. 

THE PACKAGING 
The star blue glass bottle of CIRCUS fantasy BRITNEY SPEARS(TM) is adorned
with ruby red stones, symbolizing the mischievous nature of the circus with a
fun, sexy twist. 

The vivid red and yellow striped carton is embossed with the CIRCUS fantasy
BRITNEY SPEARS(TM) logo and Britney's signature ringleader "B."   The inside
of the carton reveals an unexpected surprise, an image of Britney herself,
luring us to experience this tantalizing fragrance. Reminiscent of the unique
tour design, the carton also serves as a fun souvenir from the concert. 

The Product Lineup
    Eau de Parfum Spray 1.0 fl. oz/30ml          $35.00
    Eau de Parfum Spray 1.7 fl. oz/50ml          $45.00
    Eau de Parfum Spray 3.3 fl. oz/100ml         $55.00


*All prices are suggested retail.

CIRCUS fantasy BRITNEY SPEARS(TM) is available in the US in September 2009 in
select retailers including Macy's, Kohl's and Dillard's. Available
internationally in October 2009 in select retailers.

(C)2009 EA Fragrances Co. Britney Spears(TM) is a trademark licensed to
Elizabeth Arden, Inc. by Britney Brands, Inc.

BIOGRAPHY

Britney Spears

Britney Spears is one of the world's most admired and talked-about
entertainers. Her extraordinary career is an inspiration to millions of her
devoted fans around the globe. Capturing the attention of millions, Britney
dares to surpass all expectations. As a pop culture icon, the unstoppable
Britney Spears continues to give fans something to believe in and something to
aspire to.  

Britney's first fragrance, curious BRITNEY SPEARS(TM), was the number one
global fragrance launch of 2004.  Continuing the momentous success, curious
recently won CosmoGIRL's Kiss of Approval Award and the third Glamour's Glammy
Award for readers' favorite drugstore fragrance in 2008.  Her second
fragrance, fantasy BRITNEY SPEARS(TM), also became a worldwide bestseller and
was the number one launch in the mass channel in 2006.  In 2007, BRITNEY
SPEARS(TM) believe, the third fragrance from the fragrance franchise, sold
over a million bottles in the first year of its' launch.  Almost 30 million
bottles of Britney Spears fragrances have been sold around the world since the
launch of curious in September 2004.  

According to Zomba Label Group and Sony BMG, Spears has sold over 83 million
records worldwide and is currently the fifth best selling artist act of the
decade in the US.  Her unforgettable debut album, "Baby, One More Time", was
her first of many musical triumphs that set an untouchable precedent in pop
culture.  The 2007 release of her "Blackout" album made Britney the only
female music artist to have her first five albums go to number one and two.
Achieving global success, the album won the 2007  International Album of the
Year Award, three 2008 MTV Video Music Awards, and celebrated two platinum
singles "Gimme More" and "Piece of Me."  

December 2008 marked the release of her sixth CD entitled "CIRCUS." The fifth
No. 1 album for the starlet made her the only act in Nielsen SoundScan history
to have four albums debut with 500,000 or more copies. Her first single off
the album, "Womanizer," set a record for the biggest jump to No. 1 in the
history of Billboard's Hot 100, catapulting from No. 96 to the top spot.

The remarkable success of the "CIRCUS" album set the stage for "The CIRCUS
Starring Britney Spears 2009 Tour," a show filled with dazzling displays of
music, dance, magic and theatrics. With its cast of nearly 50 dancers,
magicians, clowns and acrobats, and a traveling staff of over 200, the
$50-million extravaganza began in North America with 39 shows. To date, the
North American leg of the tour is the highest grossing tour of 2009. "The
Circus Starring Britney Spears 2009 Tour" will continue in Europe through
summer and move to Australia in the fall. 

Britney's achievements include three recent MTV Video Music Awards for "Video
of the Year," "Best Female Video" and "Best Pop Video" for "Piece of Me" as
well as numerous MTV Europe Awards, Billboard Awards, American Music Awards
and Teen Choice Awards. She has appeared on the cover of dozens of magazines
including Allure, Esquire, Forbes, W, Cosmopolitan, Glamour, ELLE,
Entertainment Weekly, Rolling Stone, CosmoGIRL!, and Seventeen. In 2003,
Britney received a star on the Hollywood Walk of Fame, becoming one of the
youngest honorees ever. Lastly, in their 2009 issue, Forbes Magazine ranked
Britney as the 13th most powerful celebrity with over $35 million dollars in
earnings this year.

After enjoying many professional successes, Britney spent a few years
concentrating on her personal life and goals. She has two sons, Sean Preston
and Jayden James.

Celebrating her remarkable success, Rolling Stone once wrote, "One of the most
controversial and successful female vocalists of the 21st century, she
spearheaded the rise of post-millennial teen pop... Spears early on cultivated
a mixture of innocence and experience that broke the bank."

(C)2009 EA Fragrances, Co. Britney Spears(TM) is a trademark licensed to
Elizabeth Arden, Inc. by Britney Brands, Inc.


SOURCE  Elizabeth Arden, Inc.

Sandra Lajoie, Coburn Communication, +1-212-536-9827,
Sandra.Lajoie@CoburnWW.com; or Ashley Dennison, Elizabeth Arden,
+1-212-261-1032, Ashley.Dennison@ElizabethArden.com
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