US consumer-goods giant Procter & Gamble (P&G) is to put a major investment behind its first fragrance for American singer Christina Aguilera, with whom it signed a licensing agreement in January this year. The fragrance, called simply Christina Aguilera, will launch globally in the fall.
“This is a big priority for us, our objective is for Christina Aguilera to become the number-one celebrity fragrance… We will invest very strongly behind it,” a P&G spokesperson tells CosmeticNews.
Targeting the 16-35-year-old consumer, the fragrance is an oriental floral with top notes of blackcurrant, a heart of peony and prune and a base of vanilla. It comes in a curvy glass bottle, intended to recall the star’s silhouette, and is embossed with a black lacy design and decorated with a black bow at the neck.
The fragrance will be supported by a print ad campaign featuring Aguilera’s bare back painted with a black lace design. It features the tagline, “Sometimes it’s all you need to wear”.
