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Spears endorsed her first Elizabeth Arden fragrance "Curious" in 2004, and earned $100 million in sales in the five weeks after its 2004 release. In September 2005, Spears released the fragrance "Fantasy" with Elizabeth Arden, which also saw great success. The "Curious Heart" of this original pop princess and ability to "Believe" have led her to own a successful fragrance line!

Curious was named the best selling perfume of 2004 and one of the best selling perfumes ever. Following the success of "Curious", Spears released "Fantasy", in September 2005. In April 2006, she launched "Curious In Control" as a limited edition fragrance. 2006 also saw the release of yet another perfume: "Midnight Fantasy". September 24, 2007 marked the release date of a new fragrance collection "Believe" which makes it her fifth perfume in three years. She has released her sixth perfume, "Curious Heart", in January 2008. Spears has grossed over US1 billion from perfume sales and has sold over 850 million bottles of perfume Worldwide. In December 2008, Spears released two more perfumes with the release of her sixth studio album "Circus". On May 21, 2009, it is posted on her official website that Britney has the number 1 selling celebrity fragrance line on the market. Her Elizabeth Arden scents make up 34% of celebrity fragrance sales. On August 15, 2009, according to her official website it is stated that "Curious" wins Glammy Award for "Best Beauty Buy of 2009" by Glamour Reader's favorite Drug Store fragrance and for its 4th year in a row, "Curious" had successfully taken home the Glammy for the "Best Drugstore Fragrance."

To date Spears has grossed over US$1.5 billion from perfume sales across the globe selling an astonishing 1 billion bottles in 5 years.

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