US pop icon Britney Spears has done it again, with a personal announcement triggering a surge in sales of her Revlon-owned fragrance line.
According to Fragrance Direct, an online perfume shop, sales of the award-winning ‘Toxic’ singer and actress’ perfume range have increased 310% since she announced her engagement with long-term partner Sam Asghari last week.
Throughout her career, the singer has released more than 20 fragrances, with the most popular being her Fantasy, Curious and Believe lines.
To announce her pending nuptials, Spears shared a video via her Instagram account, with Asghari, a personal trainer, also sharing the news with his two million followers on the social media platform.
The 39-year-old star has since deactivated her Instagram account, while she takes some time to celebrate her engagement, according to her Twitter.
Don’t worry folks … just taking a little break from social media to celebrate my engagement 💍😉 !!!! I’ll be back soon 💋🌹✨— Britney Spears (@britneyspears) September 14, 2021
“Since Britney Spears announced her engagement on Instagram, we’ve actually seen increased interest in the Britney fragrances on our site,” said Mia Gardner, Senior Social Executive for Fragrance Direct.
“One of our best-selling Britney products since the announcement is the Britney Spears Private Show EDP Spray, which has seen a 200% increase in sales since last week, and has since sold out,” she added.
Earlier this year, the release of the New York Times’ documentary Framing Britney Spears also triggered a dramatic surge in sales of her fragrance range.
Premiering on 5 February this year, the documentary shines a spotlight on Spears’ 13-year conservatorship under her father Jamie Spears, and the #FreeBritney movement that was kickstarted by fans in 2019, which seeks to release Spears from her conservatorship.
Spears is currently fighting a legal battle to end the personal and financial control her father has over her life, in which Spears revealed that the terms of the arrangement are preventing her from marrying Asghari or having any more children.
Earlier this month, her father filed papers to end the conservatorship, in Los Angeles, US.