This is a new Britney Spears fragrance, the second fragrance launched by Britney in 2007. The new fragrance, Believe, is promoted with the slogan, "The greatest freedom is to believe in yourself". Unlike her previous fragrances, which came in cute, girlish toy-like bottles, Believe comes in a triangular bottle of straight and sharp lines. The green color of the fragrance alludes to its fresh character. Believe is aimed at young and romantic girls.

Britney Spears is an American recording artist and entertainer who transitioned from teen pop idol to one of the most successful adult pop stars of the 21st century. Britney Spears markets fragrances under her name in conjunction with Elizabeth Arden. Spears released her first fragrance, Curious, in 2004, followed by Fantasy in 2005. She earned a reported $12 million for Curious, which was the largest debut in sales in history, breaking Elizabeth Arden’s record for first-week gross for a perfume. In 2005, Curious perfume netted more than $100 million, and was the number one fragrance in department stores in both 2004 and 2005.