Spears endorsed her first Elizabeth Arden fragrance "Curious" in September, 2004, which had $100 million in sales in the five weeks after its 2004 release and it broke licenser Elizabeth Arden's record for first-week gross for a perfume and went on to become the number-one fragrance in department stores on 2004. In September 2005, Spears released the fragrance "Fantasy" with Elizabeth Arden, which also saw great success. These were followed by the release of two more fragrances of "Curious:In Control" and "Midnight Fantasy" in 2006. Her next Elizabeth Arden fragrance, "Believe", was released in September 2007. In January, 2008, Spears released "Curious Heart". Spears released a new fragrance entitled "Hidden Fantasy" in January 2009.[162] On March 22, 2009, it was announced that Spears has the #1 selling celebrity fragrance, making up 34% of sales.
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