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It Is Me, Britney Spears's Empowering 24th Fragrance

Illustration for article titled It Is Me, Britney Spearss Empowering 24th Fragrance
Image: Getty

Britney Spears—miniature burger-lover, infrequent live-singer, mom—not-so-quietly owns a fragrance empire. Since 2004, Spears has churned out perfumes and colognes for women and men at Kohl’s across America and now she’s prepping her 24th (!!!) scent and first-ever gender-neutral fragrance, Prerogative. (At least its name is mildly better than Curious, Believe, or Radiance.)


In an interview with People, Spears described the pink pepper, espresso foam, and amberwood scent as making a vague statement about confidence:

“The fragrance is really good, but the name is very cool because it’s empowering. It’s [about saying], ‘I’m going to what I want to do and be happy in that moment and not worry about what people think.’ It’s [about] saying, ‘This is what I’m going to do without—any judgements.’”

Illustration for article titled It Is Me, Britney Spearss Empowering 24th Fragrance
Screenshot: Revlon

Those soft feminine curves... I feel the empowerment... taking over....

Spears continued:

“Today, with the way things are, everybody can become famous in their own right on social media. And you kind of have control over it—but there are a lot of comments. I used to have an ex boyfriend who would look [at the comments] and not one time would I ever look at the comments. I didn’t give two crapalonies what anybody said! You don’t need to read that, you know what I mean? And I think there’s haters wherever you go, and everybody is entitled to their opinion, but at the end of the day, you have to believe in yourself.”

Nothing says “empowerment marketing” like associating your confidence-inducing fragrance with an ex-boyfriend who read the comments and gave multiple crapalonies! Believe in yourself, and buy feminism, baby.

Senior Writer, Jezebel. My debut book, LARGER THAN LIFE: A History of Boy Bands, is out now.

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Based on Britney’s pathological description of her new fragrance, I think Borderline Personality Disorder would be a more apt name than Prerogative.