Christina Aguilera Fragrances is a perfume brand by American singer-songwriter Christina Aguilera. It was founded in 2007 in a deal with Procter & Gamble (P&G), who manufactured the products until 2016, after its production and distribution rights were bought out by Elizabeth Arden, Inc. In addition to fragrances, the brand has also worked with the production and sale of other cosmetics, including body lotions, body sprays, bath gels, and deodorants.
The line was influenced by a wide variety of flowers, exotic fruits and Aguilera's childhood in Japan. In addition to being met with positive reviews by perfume critics, the scents received numerous awards and accolades, including at the Duftstars Awards and FiFi Awards. The brand's products became successful after its launch, especially in Europe, where it is referred to as the "number-one celebrity perfume line". In January 2016, its monthly gross income was $80 million, according Stifel analysts. The fragrances also achieved popularity among celebrities and was worn by stars such as Perrie Edwards, Steve Antin and Aguilera herself.
Background and creation
In 2000 Aguilera signed a deal with New Dana Perfumes Corporation (NDPC) to promote, choose colors, products and packaging for Fetish cosmetics line. The brand consisted of a wide variety of makeup, nail arts, shower gels, bath oils, body lotions, as well three fragrances—manufactured in partnership with International Flavors & Fragrances (IFF). Commercialized at Sears and Walgreens stores, the brand's slogan referenced the title of her Billboard Hot 100 number-one single "What a Girl Wants". NDPC's executives expected to increase the company's wholesales in $50 million with the release of Fetish line in 2001, and it was promoted with a strong advertising in the leading teen magazines, including Seventeen, Allure and YM. Aguilera discussed about endorsing the products, stating "I am a lover of fashion and playing with makeup, and I want to have a big say in this [...] I am always checking out products. I can bring these amazing trends around the world to teens. I get to give back in my own way". However, in 2002, she did not renewed her contract with the corporation, aiming "new directions" in beauty business, and the brand was discontinued.
Aguilera returned to the fragrance industry in 2004; she signed a contract with the Greek manufacturer Sarantis, releasing three distinctive scents as part of the Xpose line. The brand was sold in selected European countries only and was promoted with television advertisements. Irish Examiner reported that the perfumes line "garnered international success" in terms of sales. In 2007, Women's Wear Daily announced a long-term licensing deal from Procter & Gamble (P&G) to create the Christina Aguilera Fragrances. Heike Hindenlang, company's global marketing director, commented about the partnership with Aguilera, adding "She sends out a clear message and clear connection with fans. She tries to empower her fans, particularly women, to get out of difficult situations. Christina is also omnipresent in the media". Aguilera revealed that her debut scent under the line would be released in the same year, and explained her team up with the corporation: "I love trying new things in my music and in fashion. To have a perfume of my own is the beginning of an exciting adventure. P&G is the ideal partner for this new experience".
Products
Conception
In addition to fragrances, the line manufactures body lotions, body sprays, bath gels, and deodorants, and the smell of the products has been influenced by Aguilera's mother and son, her childhood in Japan and a wide variety of flowers and exotic fruits. During an interview with Marie Claire, she recalled that her mother used to wear the Poison perfume by Christian Dior, which she credits to be where got her "taste for musky [and] sensual scents", adding: "One of the strongest memories I have as a child is my mom doing her makeup at her vanity. I would always want to spray her fragrance on me — I can still remember the smell. I love the idea of sharing something so personal with my fans". While developing the brands's debut fragrance, Aguilera declared that it embodied "everything that makes [her] smile and relax, like tuberose candles", mixing it with "musky tones" as additional inspiration from male colognes. Her son, Max, also served as a "big inspiration", as she describes his energy as "contagious and positive", which inspired a "more colourful direction" at her work both in music and in the cosmetic industry.