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.”
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.
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.”
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, 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.