Revlon launches a new celebrity fragrance

By Deanna Utroske contact

- Last updated on GMT

image courtesy of Revlon
image courtesy of Revlon
The beauty maker announced this week that its latest scent from Britney Spears is now available at Walmart. Known as Prerogative, the new fragrance is blended to be gender-neutral, in line with contemporary consumer identity preferences.

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​.



Deanna Utroske, 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.

Related topics: Market Trends, Fragrance

Related news

Show more

Related products

show more

Uncover the secrets behind Rockstar CFOs

Uncover the secrets behind Rockstar CFOs

Oracle NetSuite | 13-Apr-2021 | Technical / White Paper

CFOs have never worked harder, but what makes a successful CFO such a rockstar? High-performing CFOs understand the mission, goals and objectives of the...

Lebermuth’s S/S 2022 Fragrance Trend Report

Lebermuth’s S/S 2022 Fragrance Trend Report

The Lebermuth Company | 09-Dec-2020 | Research Study

Explore your senses from around the world and uncover 8 new fragrances by Lebermuth's perfumers that were inspired by Spring & Summer 2022 consumer...

Preserve our Bees, Use Sustainable Beeswax

Preserve our Bees, Use Sustainable Beeswax

Koster Keunen, Inc | 01-Oct-2019 | Direct Enquiry

The act of bee pollination is a key factor that keeps flora and fauna in balance. Healthy trees and plants prevent climate change, desertification, and...

Related suppliers

Follow us


View more