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Britney Spears Sells 10-Millionth Bottle of Curious

Britney Spears and Elizabeth Arden celebrated having sold over 10 million units under its license with Britney Spears at a cake-cutting ceremony in New York yesterday.

US beauty manufacturer Elizabeth Arden has set somewhat of a precedent with the phenomenon its Britney Spears license has become.

First signed in early 2004, the company unleashed Curious by Britney Spears on the market in late 2004. Curious by Britney Spears was the number one launch in the US in 2005 and was the only new launch that year to make the top-20 list globally, according to Elizabeth Arden.

Curious by Britney Spears even hit number one on US e-tailer's beauty site in October 2004. Its success was quickly followed up with Fantasy in July 2005 and limited-edition Curious In Control in February of this year.

"Fantasy Britney Spears rolled out to the remainder of our international markets in the third quarter and contributed solidly to our net sales," Elizabeth Arden chairman and ceo E Scott Beattie explained in a statement.

Britney Spears' license has become the backbone of the Arden business, being cited in nearly every financial quarter since its commercialization, reports.