Pop star Britney Spears has signed a deal with Elizabeth Arden Inc to develop and market her own line of perfumes and cosmetics, the company said on Friday.
The first product, a fragrance, will be launched in Fall, the New York-based company said. She is personally involved with the development of the product.
The company is not particularly known for its teenage appeal.
Some industry insiders, however, are apprehensive of Spears' image as an out-of-control brat, who on a boozy whim married her childhood pal and annulled it 55 hours later.
Elizabeth Arden in the past has favoured the appeal of more graceful legends, such as Elizabeth Taylor, who created the White Diamonds perfume and Passion line for the company. Its fragrance brands include Red Door, Halston and White Shoulders.