Spears endorsed her first Elizabeth Arden perfume, Curious, in 2004, and made $100 million in sales in its first year. In September 2005, Spears released the fragrance Fantasy. In April 2006, Spears launched Curious: In Control as a limited edition fragrance.
Spears' endorsement of Elizabeth Arden perfumes led to significant sales success for both her and the brand.  She released multiple fragrances over time, including "Curious," "Fantasy," and "Curious: In Control."