Trust in Britney (Video)

Introducing my new fragrance, Private Show. Coming soon. #PrivateShow #TakeABow @britneyspearsfragrances

A video posted by Britney Spears (@britneyspears) on Jun 17, 2016 at 1:03pm PDT

Isn't that the most straightforward fragrance you've ever seen in your life?

To no one's surprise, we're super excited about any Britney project. Apparently this fragrance is dulce de leche/iced coffee inspired (of course, "inspired" can be used pretty loosely, so let's wait and see). The bigger deal, to us, is how no-nonsense the announcement is. We'd love to see more advertising work this way (though we still want the standard ridiculously artsy ads too, as we're sure we'll be seeing for this).

But it would be positively unethical to talk about Britney and fragrances without including this ridiculous throwback commercial that she did. You probably know the one:

"No thanks -- I choose my own destiny." Then why would you go to a fortune-teller in the first damn place? It makes no sense. Is she pranking this woman? Is that a cruel prank that the kids played back in, like, 2010 or whenever?

It's weird and pretty and it captivates the people who look at it, so that's probably enough for most people.

As for "Private Show," which is a delightfully suggestive name, not everybody likes the smell of coffee ... but we're going to have to smell this before we judge. We just trust the Britney brand a lot.

Despite "Britney Jean," which never happened so we won't acknowledge it.