In much the same way that Michael Jackson dominated ’80s celebrity culture and Bodger and Badger were everywhere in the ’90s, Britney Spears has been a dominating figure in the Western world for over a decade now. Since being forced into showbusiness by her mother from a young age, Britney has lived out her difficult life in the glare of the public eye and endless cameras. Her first single, Hit Me Baby One More Time, was released in 1999 to huge success, reaching Number One in the charts on both sides of the Atlantic and selling millions of copies. This paved the way for her to shove aside the decaying Spice Girls and become the biggest music sensation of the ’00s, monopolising the charts with hit after hit. It seemed as if the public’s thirst for Britney was unquenchable, and she was harrassed by the press in a manner not seen since the Beatles. This attention proved overwhelming, and Britney’s public persona shifted from a carefully cultivated virginal choirgirl who slowly disintegrated into a wildchild, making increasingly ill-advised lifestyle and boyfriend choices.
Her life took a turn for the chaotic in 2004 when she hooked up with dancer Kevin Federline, and their three years together saw her descend into a mental quagmire, eventually splitting up with him in early 2007 to attend rehab and famously shave her head in an LA salon. Some much-needed privacy and time away from the spotlight led many critics to feel as if she was a burnt-out and washed-up talent, but Britney confounded expectations by returning and proving just as popular as ever with the album Circus. A couple more mega-hits later, and she now appears stable and set to remain at the top of the pop tree for years to come, or until people stop writing catchy songs for her, or she starts to look old.
Despite the ups and downs of her personal life, one consistency of Britney’s finances has been the phenomenal success of her fragrance lines in recent years. Her first perfume, Fantasy, was launched in 2005 in partnership with Coty Fragrances, and has been the best-selling scent of every year since its release. Britney Fantasy also has the distinction of being a continuous best-seller here at Fragrance Mad; we’ve got buckets of it going out the door at an unbelievable £19.99 for 100ml. Since this initial hit, Britney hasn’t put a foot wrong in the fragrance world, following up Fantasy with the very popular Curious (£15.99 for 100ml at FM), and then returning to the base of Fantasy for a series of variations, including Midnight Fantasy, Hidden Fantasy, and Circus Fantasy. It seems as if Fantasy may be one of those scents that just keeps going and going long after the star herself has put her feet up for retirement, in much the same way that Elizabeth Taylor White Diamonds continues to shift millions of units worldwide even after its namesake’s death. And why not? It’s a perfect sweet and sensual scent.