Please Hold on to Your Hats as Britney Spears Introduces Her Newest Fragrance, CIRCUS fantasy BRITNEY SPEARS(TM) for Elizabeth Arden

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.

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."

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

Source: Elizabeth Arden, Inc.

CONTACT: 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

NOTE TO EDITORS: High-res photography available.

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