Midnight Fantasy was released in December 2006, in some department stores, and January 2007 everywhere else. The bottle is a blue version of the original pink bottle. The tagline is “Magic Begins at Midnight”.
Britney has launched her fourth fragrance for a younger audience, Midnight Fantasy. Now, on the dark blue bottle, Swarowski crystals resemble real stars. Night flowers and exotic fruits make it mysterious and appealing, like forbidden fruit.
In the top notes there are exotic Framboise, black cherry, and plum. The heart features an harmonious dialogue of night orchid, freesia and iris. Amber, musk and vanilla create a dark and warm trail. The perfume was created by Caroline Sabas in 2006.
A gift set includes 100ml perfume bottle, 100ml Body Lotion and Lip Gloss.
Midnight Fantasy is classified as a sensual, sweet, fruity, feminine, flowery fragrance.
The perfume initially sold well in December. However, events in Spears’ personal life in January affected sales of the perfume, with analysts reporting that people were returning holiday perfume gift sets to stores in larger numbers than expected. Sanders observed that “the timing couldn’t be worse” for such a downturn in sales of the perfume, because the craze for celebrity perfumes was already declining across all fragrances, having fallen 17% to USD140 million in 2006. Sales have since reportedly started to rebound according to Macy’s.
In April 2007, Spears set out a paparazzi contest with the aim of promoting the perfume. In an electronic mail message sent to her fans, she asked them to “share what happens to you when the clock strikes 12”, by photographing their friends. Commentators observed that Spears’ requirement that photographs not contain “nudity, obscenity, or violent depictions” would rule out several photographs taken of Spears herself that contained nudity.