We wish Britney Spears would embrace Marc Jacobs’ sartorial sense, but until that happens, at least she’s stolen his business plan:
Her latest fragrance, Curious ♥ Heart, comes with a password protected website, just like Marc Jacobs’ Daisy did last year.
But you had to be invited, via mysterious email, to take part in Marc’s Daisy website, while Britney’s access comes with every proof of purchase:
The password for her new site is attached to every Curious ♥ Heart bottle.
And while Marc’s website enlisted fans to win a Stam bag, Britney’s will get you a Nintendo, a trip to Total Request Live, or an Apple gift certificate.
The strategy seems pretty smart to lure Britney’s tween fans (and more importantly, Britney’s grown women fans who still wish they were in Junior High) – maybe if it works, the wayward pop tart will start copying Marc’s style icons, too – though she might not be sophisticated enough to get the beauty of Meg White…