Although Britney Spears [1] may not be making the best choices in her personal life, she sure hasn't skipped a beat when it comes to her fragrances. It seems like just yesterday that believe [2] launched, and now we are already seeing something new from her. However, let's be clear about one thing. This "new" scent, Curious Heart ($49.50), isn't really new — it's a limited-edition version of her older juice Curious [3], with a tattoo-inspired bottle and a modified name.

Here's the gimmick: When you purchase a bottle, you receive a membership card which directs you to the website [4]. There, you enter a password to become eligible to win various prizes each month. I'd say that's some pretty clever marketing from Britney's people — especially throwing the word "heart" in the title right before Valentine's Day. But with her personal life in disarray, I keep wondering whether this is enough to pique shoppers' curiosity.