The first fragrance by pop icon Britney Spears, Curious, was the #1 beauty product sold in November on Amazon.com as well as the top-selling fragrance in U.S. department stores, according to E. Scott Beattie, Chairman and CEO of cosmetic giant Elizabeth Arden.

The Curious collection, developed by Elizabeth Arden in partnership with the 23-year-old music star, includes Eau de Parfum, Deliciously Whipped! Body Souffle, Lather Me Up! Shower Gel and Write On! Perfumed Shimmer Stick, and retails between $20.00 - $49.50 on Amazon.com. The first product from the line, the vanilla and magnolia scented perfume, was also successfully introduced to Canadian and Australian markets.

The line will be available across Europe in spring 2005, with additional products expected to launch in the U.S. shortly thereafter.

“Of course her name is incredibly powerful, but [the fragrance] also has a fantastic presentation - great packaging, a great juice, great modeling and the TV advertising is breakthrough,” said Thia Breen, Executive Vice President of Cosmetics for the Federated Merchandising Division, about Britney’s new product.

The promotional campaign for the new fragrance features Spears in an evocative video and pictured in sultry mode on a sofa. To reach their young consumers, Elizabeth Arden also used non-traditional advertising methods, such as banner advertising on teen websites and an innovative voice-messaging campaign utilizing Britney Spears’ voice.