In July 2016, Britney Spears launches Private Show, the 20th fragrance in her collection and the new "pillar" scent (after Curious from 2004, Fantasy from 2005, Believe from 2007 and Radiance from 2010). The new fragrance represents an expression of her love for dulce de leche, white flowers and iced coffee. "Private Show celebrates one of my biggest passions -- dancing! It is inspired by the electric energy I feel when Im performing, whether during rehearsals or on-stage during my show. I wanted my fans to have an uplifting, sexy scent that empowers them to achieve their dreams! said Britney.