Radiance (fragrance)

Radiance
Fragrance by Britney Spears
Released	September, 2010
Label	Elizabeth Arden
Tagline	Choose Your Own Destiny
Successor	Private Show

Radiance is a women’s fragrance by American singer Britney Spears released in September 2010 through a collaboration with Elizabeth Arden. Created by Honorine Blanc and Harry Fremont, the floral-fruity eau de parfum is the ninth addition to Spears' fragrances.

Background and Release

Radiance became the fourth line of Britney Spears fragrances following Curious, Fantasy and Believe and ninth overall following five other flankers from the first two lines. In their 2009 annual report, Elizabeth Arden announced the fall 2010 release of the new fragrance saying they “[…] expect Britney’s loyal fan base and the high quality of the Britney Spears’ fragrances to continue to support this growing global brand.” In July 2010, Spears teased her fans with a first glimpse of the perfume by posting the campaign image on her Twitter account with the caption: “Just got the imaging for my new fragrance Radiance… thought I’d share it with all my tweethearts.” The ad features a sophisticated Spears in a backless and sparkly gown with a bottle adorned with pink, blue, and clear gemstone-like accents. The tagline of the fragrance "Choose Your Own Destiny" was also shown at the bottom of the promotional poster.

In a press release for Radiance, Ronald Rolleston, Executive Vice President for Global Fragrance Marketing at Elizabeth Arden talked about the how proud they were of Spears' fragrances success saying "The Britney Spears fragrance business is a global franchise, equally successful in the United States, as well as abroad.” In the same press release, Spears talked about the fragrance by adding "I love the feminine scent of my new perfume Radiance, it has the power to make any woman feel beautiful". It was also mentioned that perfumers and co-creators Honorine Blanc and Harry Fremont developed the fragrance with the intention of capturing elements associated with Britney Spears’ personality. Each ingredient was carefully selected to reflect the overall concept and character envisioned for the scent.

Scent and Packaging

Radiance was developed by perfumers Honorine Blanc and Harry Fremont. The floral fragrance opens with fruity top notes of wild berries and petals. At its heart, the scent reveals a bouquet of white florals including tuberose, jasmine, orange blossom, and iris. The base is composed of cashmere woods, warm amber, and soft musk.

The packaging of Radiance is a rectangular, faceted glass bottle adorned with an array of faux gemstones in shades of pink, blue, and translucent white. The name of the perfume is printed on one side of the bottle. The gem-like motif is continued on the outer holographic carton, which is framed with a pattern of crystals. The fragrance's name is featured on the front of the packaging.

Marketing

Radiance received cross-promotional exposure through Spears’ music career. The fragrance made visual appearances in the music videos for “Hold It Against Me” and “Criminal", both in 2011. In Hold It Against Me, the bottle is featured among a series of branded product placements, subtly integrated into the futuristic and high-energy setting of the video. In Criminal, Radiance appears more overtly in the opening scene of the music video along with her fragrance Fantasy.

TV Commercial

The commercial for the fragrance premiered on Spears' Youtube Channel and her Facebook page on August 29, 2010. The next day, Spears shared the commercial on her Twitter account saying: "Aloha! Here's my new commercial for Radiance...do you like? -Brit." The commercial features Spears entering a fortune teller’s parlor. She is shown sitting at a table as the fortune teller asks Spears if she wants to know about her future. Spears refuses to listen and walks away from the place saying she chooses her own destiny. The commercial concludes with a close-up of the Radiance perfume bottle and Spears saying its tagline.

Reception

Radiance received generally positive feedback from critics and consumers upon its release, with several reviewers highlighting both the fragrance and its packaging. The scent was compared to other popular floral perfumes of its era, such as Viva La Juicy by Juicy Couture. Described as a musky white floral with fruity undertones, Radiance was noted for its pleasant and familiar scent profile. Some reviewers considered it a versatile option, suitable as a gift or for casual wear, particularly for individuals seeking a balanced blend of floral, fruity, and musky notes.

The perfume’s composition was praised for its longevity and suitability as an evening fragrance. Critics remarked on its ability to project a lasting impression without being overpowering. While some reviews emphasized its accessibility and mainstream appeal, others described Radiance as one of the stronger entries in Spears’ fragrance line, with one publication calling it “the best yet” and comparable in quality to certain designer perfumes.

The bottle design also attracted attention for its distinctive appearance. The rectangular flacon, described as "Vegas-y" and decorative, was recognized and became a visual hallmark of the fragrance. The outer carton was praised for its effective use of holographic foil and diffractive printing. Radiance employed full holographic coverage that enhanced its visibility at points of sale. The box was noted for its luminous effect, described as bold yet refined, creating the impression of "inner radiance." Design analysts highlighted three key aspects why the packaging was effective: its ability to visually attract shoppers, its reinforcement of the fragrance’s branding through design, and its implied message that the wearer would similarly stand out from the crowd.

In terms of sales, Elizabeth Arden stated on their 2012 annual report that net sales rose by 6.5%, or $71.7 million, for the fiscal year ending June 30, 2011, compared to the previous year. An increase of $37.5 million in net sales from licensed and other owned fragrance products was largely attributed to stronger performance in several brand categories, including a boost from the launch of Radiance.

Accolades

Year	Award	Category	Ref.
2012	PPC Awards	Excellence Award - Cosmetics