Calling all Beliebers! If you’ve ever wondered the way to Justin Bieber’s heart—or, er, his nose—you’re about to get one step closer. This summer, Bieber is adding perfumer to his long list of accomplishments—which so far includes international pop sensation, teen heartthrob, and, most recently, V.F. cover boy—with the release of his first-ever signature fragrance for women. “I’m really excited to be designing a fragrance,” Bieber has said of his foray into perfumery. “It’s another way to be creative.”
The launch of the scent will undoubtedly create a scent-sation among Bieber’s legions of devoted (mostly female) fans—more than 18 million Facebook fans and more than six million Twitter followers. One can bet that come next fall, school hallways all over the country will be permeated by a very recognizable scent.
While Bieber fanatics already have a bevy of Justin-approved merchandise to choose from—everything from the best-selling dog tags to Christmas stockings—the fragrance will be unique in that all proceeds will go to charity. “The idea that I can create an amazing fragrance that I love, and actually give back to a charity that matters to me at the same time was an opportunity I couldn’t pass up,” Bieber said.
Bieber has signed on as the first client of Give Back Brands, Inc., a new products company that hopes to partner with celebrities to facilitate their merchandise sales and subsequent philanthropic donations. “With Give Back Brands, our goal is to share our proceeds with charitable organizations,” co-founder Paul West, former president and C.O.O. of Elizabeth Arden, said of his new venture. “We truly believe a company like this can thrive in this changing environment where the bottom line is not the focus.”
Give Back will also be handling the marketing, development, and distribution of Bieber’s fragrance, and the singer—and his fans—will be intimately involved every step, and sniff, of the way. The president of Give Back, Robert Hollander, says of his superstar client, “His relationship with his fans is unique; he truly cares about and communicates with them constantly, and he plans to do so throughout the development and marketing process.”
A unique relationship indeed, and one that’s about to get a lot more intimate. Come this summer, Bieber’s admirers will be able to feel they’re one spritz away from being the girl of his dreams. Sigh.
Although Bieber has yet to specify a charity, the cause of his choosing is sure to be the lucky recipient of a hefty donation. If the recent launch of Bieber’s nail-polish line with OPI is any indicator of his ability to turn a profit, then the fragrance sales’ proceeds can be expected to feed a small country. The “One Less Lonely Girl” Nicole by OPI collection—which features colors like the bright-red OMB! and purple One Less Lonely Glitter (inspired by Bieber’s songs)—sold out completely in 3,000 stores across the country during the Christmas season. So, Beliebers, stay tuned in for your first bottle of Bieber juice. OMG!!
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