Christina Aguilera, grown up or still XTINA?

  

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About: See Authors Posts (73) on May 23, 2009

For a short time, it looked like Christina Aguilera had finally grown up and left “Xtina” in the past. While Aguilera has not literally pulled from her closet the chaps from her “Dirrty” anthem, a slew of risqué advertising spots reveals the provocative star is back to push the line again.

In 2006, it looked like Aguilera had matured both as an artist and as a person.  The four-time Grammy winner always had a powerful voice, but the release of “Back to Basics” represented a transformation of Aguilera into an artist interested in developing and exploring her craft, rather than in producing a disposable piece of pop culture or blatant cry for attention.

The shift in Aguilera’s artistic life coincided with changes in her personal life. She married music marketing executive Jordan Bratman in 2005 and gave birth to a son, Max Liron Bratman in January 2008. With the exception of announcing on Ellen DeGeneres in 2007 that she and Bratman have “naked Sundays,” it truly looked like Aguilera was more interested in her family and music career than in shocking the public. She even managed to keep the birth of her son out of the tabloids—well, for a month.

Then, she decided to expose herself and her infant son to People magazine for $1.5 million, leaving many to question whether her choice to isolate her family from the public was driven by respect for family values or a desire to drive up the demand for her baby’s image. In comparison, Britney Spears, rarely a stranger to the paparazzi’s lens, made a cool $500,000 for an article covering her firstborn.

Aguilera followed that business deal with an advertising campaign for Stephen Webster jewelry in Spring 2008, The ads feature a dolled-up Aguilera with plump lips and sultry eyes looking like Hitchcock heroine, demurely pawning off oversized, attention-grabbing jewelry onto fashion magazine readers. Clearly motherhood has not forced Aguilera to completely trade in her trademark provocative demeanor for a more modest image.

Her second perfume line, “Inspire,” came out last year April and its negligee-inspired package is an hourglass shaped bottle with shear lace on top of it.  The ribald slogan for this titillating bottle is, “Sometimes, it’s all you need to wear.”

The slogan inspired one of the most noteworthy global ad campaigns so far in 2009. To promote the perfume, the Israeli ad agency Mizbala, tied sample bottles onto empty hangers and hung them all over public places—trees, fences, buildings, parks—reaching 1,500,000 consumers in the Holy Land and making perfume history in the country by selling out in less than one week.

The 28-year-old singer is in the studio working on a new album that’s slated to be released later this year and is also working on a new fragrance. Let’s hope we don’t see the fence along Central Park polluted with hangers asking New Yorkers to get “Dirrty” and download her latest effort.

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