Believe
The box of Believe
Information
Label	Elizabeth Arden
Description	Fragrance
Year	2007
Tagline	The greatest freedom is to believe in yourself.
URL	Believe Britney Spears

Believe is a women's fragrance by Britney Spears for Elizabeth Arden. This is the fifth fragrance from Britney, and hit the stores on September 24, 2007. It is expected to follow the great success of Spears' previous perfumes,Fantasy and Curious. [1][2].

Price

The price for 3.3oz bottle perfume is $58 and $48 for 1.7oz. Body Soufflé in Believe is also available at the price of $25

Advert

[Believe's advertisement.] The advert for "Believe" was shot in summer 2007. A representative for Elizabeth Arden said "We recently shot Britney Spears for the print campaign for her new fragrance "Believe", in Santa Monica. It is true that Britney did leave the set; however, she returned after a brief time. Cayli was the wardrobe assistant on the shoot. We used her as a stand in so that we could set up the lighting while Britney was off the set. When Britney returned, we shot the national print ad with her. The only person in the national print ad for Britney's Believe fragrance is Britney Spears."

Products

All four Britney Spears fragrances have had box sets which include products such as: Body Soufflé, Shower Gel and Lip gloss. These are also likely to be made with "Believe".

Key Note

Top: Inner light shines outward with a mouthwatering top note of guava pulp and golden tangerine Heart: A delicate blend of feminine honeysuckle is intertwined with hints of linden blossom Dry down: A balance of sophistication and youthful spirit, patchouli aura is wrapped in a wink of sensual amber and pink pralines

Promotional

Britney is contracted and expected to promote this fragrance, as she did with both "Curious" & "Fantasy". Mellissa Hill, Marketing Manager for Elizabeth Arden Australia has announced Britney will do promotion in Australia for the launch at Department store Myer in Sydney.

Brand Controversy

The perfume's brand created controversy in August 2007 when it was revealed to be a near-copy of the logo of a t-shirt campaign organized by the Vancouver-based for-profit/charity hybrid “Mondonation”.[3][4]. The ad firm hired by Elizabeth Arden to create the perfume brand copied several features of original Mondonation mark, in use since 2005, including the unique color scheme and several typographic features. A letter-writing campaign to the fragrance company drew widespread attention to the 'design plagariasm' of the Britney brand. In an article by Fiona Anderson published in the Vancouver Sun, it was revealed that the vice-president of Elizabeth Arden had contacted Mondonation as a result of the letter-writing campaign and indicated there would be negotiations to resolve the trademark infringement issue out of court. [5]

Mondonation continues to sell their "I Believe" t-shirts with a portion of proceeds donated to environmentally sensitive, ethical, and socially conscious charity organizations. [6]

External links

• Official site
• Britney Spears Beauty
• Britney Spears: Official site

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