Justin Bieber partnered with Give Back Brands to launch his new fragrance, SOMEDAY by Justin Bieber. Mr. Bieber, a global Superstar with a #1 album in 17 countries and the king of the social media with over 1 billion views on YouTube, 33 million fans on Facebook and over 11 million followers on Twitter, has now turned his attention to fragrance.
Justin Bieber is the first male performer to develop his first fragrance for his female fans. He wanted to deepen the relationship he has with his fans by incorporating his life experiences into this scent. “SOMEDAY is the idea that we can change the world, make our dreams come true and even be the one person that means everything,” Mr. Bieber affirmed.
“Giving back has always been incredibly important to me, but let’s be honest…I wanted to create a fragrance for my female fans that I can’t get enough of…that I want to get next to, and I can’t stay away from. I know they’ll love the scent but also the opportunity to support some amazing charities. It’s a gift that gives back,” he added.
SOMEDAY by Justin Bieber was developed by Firmenich’s Perfumer Honorine Blanc who said the concept “represented so much positive energy and love. I tried to translate that to the juice to create what [Justin Bieber’s] fans would like.” The fragrance opens on a top note of mandarin, William pear and wild berries. Its middle note of jasmine, water lily, creamy florals and coconut orchid is based on a drydown of sandalwood, vanilla and soft musk.
The bottle for SOMEDAY by Justin Bieber incorporates the colorful energy for which Mr. Bieber has become known into a sculptural form. Layers of hearts create the cap. The flacon is affixed with a removable crystal heart lock and key so fans can carry Mr. Bieber’s ‘heart’ around with them wherever they go.
SOMEDAY by Justin Bieber comes in a 1 oz. Eau de Parfum Spray for $35.00; 1.7 oz., $45.00 and 3.4 oz., $55.00. They are joined by a 5 oz. Swept Away Hair Mist for $20.00 and 6.7 oz. Touchable Body Lotion for $25.00. The collection is available now at retailers nationwide including Macy’s, Sephora, Dillard’s, Belk, Nordstrom, Lord & Taylor, Boscov’s, ULTA and other fine department stores.
Give Back Brands turned to three exceptional agencies for the launch. “There are no limits to what is possible with Justin Bieber; his energy, enthusiasm and spirit inspire truly breakthrough creative,” said Give Back Brand’s Noreen Dodge, Executive Vice President of Marketing. “First, we partnered with HOWL group, founded by award winning Creative Director Robert Lee, for the creative campaign. We went for the impossible, like a TV commercial shot on a Boeing 737 that creates a zero gravity environment.”
Give Back Brands put together a communications platform that blurs the lines between PR, digital, social media, print and TV by partnering with The Media Kitchen for the media planning and social media initiatives and Coburn Communication for the public relations and event planning. “The Media Kitchen is an award winning agency known for their breakthrough, fully integrated media and digital approach; as such, they are the ideal agency to develop cutting edge initiatives for this launch,” Ms. Dodge affirmed. “Coburn Communication was able to transcend traditional public relations and achieve an unprecedented level of awareness by innovating and redefining PR’s status quo. Together, HOWL, Coburn, and The Media Kitchen were able to leave the traditional agency model behind and connect with consumers in completely new and surprisingly fresh ways.”
Mr. Bieber was attracted to Give Back Brands because of the promise of charity. The net proceeds from the sale of SOMEDAY by Justin Bieber will be donated to Pencils of Promise and the Make-A-Wish Foundation.
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