Finally! Justin Bieber has moved beyond scented dog tags and is giving us a proper fragrance that we can spritz to our heart’s content. Called “Someday,” it is a fruity floral scent and will be available in June pretty much everywhere.
“Let’s be real, the way a girl smells is very important to a guy!” the Biebs told WWD. “I have such a deep connection with my fans, so creating a fragrance that I personally love is another way I can bring them closer to my world.”
In a rather unusual move for a celebrity fragrance, the proceeds of this one will go to charity. The licensee of the fragrance, Give Back Brands, was set up specifically for celebs to, well, give back. It’s predicted that the Biebs’ scent will raise millions for a list of charities; two of his favorite are Pencils of Promise and the Make-a-Wish Foundation.
Bieber told WWD that he was very involved in everything–from the scent itself to the packaging. It will sell for $35 to $55, depending on size. A hair mist, the latest trend in scent (Kate Middleton’s wedding scent, White Gardenia Petals, also comes in a hair mist), is also among the offerings. Naturally. Because the Biebs is very into hair.
Terry Richardson shot the print ads, which star Dree Hemingway. An intriguing-sounding commercial, filmed by Robert Lee in a gravity-free cabin of a NASA training jet, will debut the day after Thanksgiving.
Retailers are naturally salivating over the prospect of this fragrance, which will probably make millions. Are you ready whole world’s going to smell like Justin Bieber? It’s happening.