Revlon launches a new celebrity fragrance

Prerogative is the 24th fragrance in the singer’s portfolio. Her first scent Curious launched in 2004; and every year since, there has been at least one new Britney Spears fragrance introduced in to the market place.  

“The Britney Spears fragrance portfolio evolves with each new scent,” ​says Ron Rolleston, executive vice president of global fragrance marketing at Revlon, in a press release about the launch of Prerogative.

“With this campaign,” ​he says, “we showcase the confidence, versatility and individuality that Britney has demonstrated throughout her career,” ​adding that “from design to scent to campaign concept, Prerogative is all about pushing boundaries.”​

The sentiment​

In Spears’ words, “Prerogative is all about empowerment and confidence—we all deserve to feel free and fierce.” ​

Her new Revlon fragrance is being marketed with a focus on authenticity, individuality, and boldness. The campaign will use new photos of the singer over the course of several months, according to the press release, aiming to “[give] ​fans unprecedented access to different sides of this ever-evolving performer, while highlighting her strong, romantic, and fun-loving nature.”​

Available now at Walmart, Prerogative will all eventually retail at Kohl’s on that store’s ecommerce site too.

The scent​

Prerogative is described as “a seductive oriental woody amber scent with an irresistible gourmand twist. Contemporary, exotic notes like latex petals and red calla lily weave the refreshing, fruit-forward top notes and warm, woody base notes into a seamless, gender-neutral composition.”​

The scheme ​

Scent is often credited with helping brands acquire and keep loyal consumers. And fragrance portfolios like the one from Spears certainly reach a particular consumer base.

Earlier this year Revlon acquired the rights to create fragrance for the AllSaints fashion brand, another entity with a built in fan base. At the time that deal was announced, Serge Jureidini, president of fragrance at Revlon commented that “AllSaints’ impressive footprint and customer-centric mindset perfectly aligned with Revlon’s strategy and our focus to accelerate our global business,” ​as Cosmetics Design reported​.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.