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Topics: Britney Spears

Wednesday, 10 October 2007

image for Britney Spears' New Fragrance Reeks of "Shame"
It comes in a bottle made from recycled prison bars

Los Angeles, California - In the wake of her dissolved marriage, her mandatory court-sanctioned parenting class attendance, and alleged food and drug addiction, Britney Spears' organization has announced the release of a new fragrance brought forth by Britney Spears to follow on the success of 2005's 'Fantasy'.

Spears' Publicist Leslie Sloane Zelnik said in a statement early today that she and the entire Spears organization are awaiting strong results on the new fragrance.

"When 'Fantasy' came out, Britney's popularity was at an all-time high and we were able to capture that essence with the fragrance. The scent of 'Fantasy' captured the life dreams and ambitions of Britney at the moment and allowed those that wished to partake in that fantastic life journey.

"When approached by Elizabeth Arden to create another fragrance that again captures her fantastic and tremendous life journey up to this point, we could not say no. Britney's fans deserve this fragrance."

Elizabeth Arden, the skincare and beauty-aid company who have created fragrances for Spears such as "Curious" and "Believe", have decided to capture her current-day plight in fragrance form. Elizabeth Arden fragrance creator Leslie Milton described the problems inherent in capturing the scent that would do Spears justice.

"There is so much going on in Britney's life right now that it is hard to encapsulate it into one distinct odour. As there is a broad tapestry in her life right now, there is much to choose from to represent that. When going through the candidates for the perfume, you are constantly asking yourself, 'What smell captures the humiliation of divorce?', 'What smells like someone who can't effectively parent?' Would that be burning formula and a house filled with soiled diapers? And if so, how do you use it so that people will still want to wear it on an evening out?"

Lars Mitchell, Director of Product Management for Elizabeth Arden, remarked on the difficulty on finding an appropriate name for the perfume.

"In the end, we went with the name 'Shame'. It is a name that truly humbles and describes as a whole the gamut of experiences being dealt with by Britney. We had several strong candidates, but each of them described more a single moment and was not as summative as we liked. We had originally thought "Cougar Prowl" but that seemed to capture only her divorce. Likewise "Crib Death", though a very provocative image, only dealt with her lack of parenting skills. Her current eating issues were captured in the name 'Binge', but that seemed to have a small shelf life.

"Shame" is expected on department store fragrance counters by the end of the week.

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