US consumer giant Procter & Gamble will stump up the major investment for its first fragrance for the singer, with whom it signed a licensing agreement in January of this year.
The perfume, called Simply Christina Aguilera, will be launched globally this autumn.
Presented in a curvy glass bottle, intended to mirror the singer’s silhouette, the fragrance will be supported by a print ad campaign featuring Aguilera’s bare back painted with a black lace design.
It features the tagline: “Sometimes it’s all you need to wear”. Cheeky.