Britney Spears- licensing-and-brand-strategy -


  • Brand Strategy
  • Licensing
  • Strategy Consulting

Project Details


Pop icon Britney Spears was in search for a firm that could strategically and authentically extend her brand into the consumer goods space. BSP negotiated a partnership with Elizabeth Arden to develop a house of fragrances for Britney Spears, and since implementation in 2006, the portfolio continues to be a category leader among celebrity fragrances, having generated over $1 billion in retail sales.