If you’re ever interested in doing a bit of Pop Culture Archaeology the perfume discount bins can be a good digging spot. Just by casting your eyes over all of the celebrity fragrances within you can tell whose star is descending straight to the discounter. Despite the barometer of popularity, the great majority of these perfumes with a once hot personalities’ name on the box are almost all terrible. From a discerning point of view, the number of noteworthy celebrity fragrances is quite small compared to the hundreds which have been produced. Which means the ones that have sunk to the discount bin which are good should be pointed out. That’s what I’m doing this month with Britney Spears Midnight Fantasy.
From 1998 to 2004 Britney Spears was one of the biggest pop stars on the planet. Her debut single “…Baby, One More Time” is one of the biggest selling songs of all-time with over 10 million copies sold. As Ms. Spears built on that success releasing three more albums through 2003 she did what has become standard issue for a pop star; she branched out into fragrance. The problem became her first fragrance Curious was released just as Ms. Spears life began to become a very public train wreck in 2004. Despite the infamy it sold well and there were yearly releases which continue right up until today with the release of the nineteenth fragrance in the brand named Private Show.
Midnight Fantasy was the fourth Britney Spears release, in 2007, and was a flanker to 2005’s Fantasy. Perfumer Caroline Sabas was asked to create a more gourmand-style fragrance. The original Fantasy by perfumer James Krivda is a textbook example of why so many celebrity perfumes fail. It had a distinct lack of focus as it veered all over the place. The most interesting thing about it was this “cupcake accord”. Based on what Mme Sabas was asked to do with Midnight Fantasy I am guessing their focus groups also shared my opinion. What she did was go very big and very gourmand.
Britney Spears in 2016
Midnight Fantasy uses the linchpin of every early 2000’s gourmand as its focal point, ethyl maltol. Most of the time the perfumers spend their time trying to rein it in. Mme Sabas lets it spin madly out of control as she wraps it in sugary fruity notes of cherry, strawberry, raspberry, some tropical fruits, and plum. These fruits are swirled into the cotton candy sweetness of ethyl maltol to give an incredibly satisfying candied fruit accord. It has a very provocative attitude of asking you to take it on its own terms or to walk away. There is a fleeting amount of iris and vanilla floating around later on but it is this olfactory package of Five Flavors Life Savers which is what you remember.
Midnight Fantasy has 6-8 hour longevity and above average sillage.
With the current trend of trying to appeal to Millennials with these lightly sugared floral gourmands I would love to see what that generation would think about Midnight Fantasy’s nuclear gourmand. I know I like it because of the intensity. If you’re doing some prospecting in the discount bins and you like gourmands Midnight Fantasy is worth a look.
Disclosure: This review was based on a bottle I purchased.