Normally, a 17-year-old male pop sensation might be expected to speak to his own gender first and debut with a men’s scent, perhaps a showbiz equivalent of Axe. But not Justin Bieber.
Bieber’s first prestige market fragrance is not only a women’s scent, but the bottle is designed with femininity to the max — from the heart-shaped flower of a top to the removable charms hanging from the neck. The name, Someday, even suggests that a young fan can only dream. To top it off, the scent — created by Honorine Blanc of Firmenich — is billed as a “fruity gourmand” formula, meant to appeal to the 14- to 18-year-old core of Bieber’s fan base, according to Noreen Dodge, executive vice president of marketing at Give Back Brands, the producer and licensee.
The product choice seems obvious to Bieber, who responded to questions via e-mail from Japan, where he is performing. “Let’s be real, the way a girl smells is very important to a guy! 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,” he said.
And if there are any lingering questions about the Biebs’ level of sensitivity, there’s the fact that the proceeds are earmarked for charity. Branding expert Robert Hollander and cosmetics industry veteran Paul West say they set up Give Back as a platform for entertainers to raise money for good causes. Hollander, who is president, predicted that this fragrance will raise “millions” for a list of charities that is now being put together. These include two of Bieber’s favorites: Pencils of Promise, which builds schools, and the Make-A-Wish Foundation.
“Not only am I able to create a fragrance for all my fans,” Bieber continued, “but I am able to give back to charity, which is a huge priority for me. The people at Give Back Brands really get me, and what I represent and care about.”
The singer, whose album “My World 2.0” ranks number one in 17 countries, seemed to enjoy the collaboration. “They really let me take the lead on the entire project, because I know my fans better than anyone — from working with the team on the development of the fragrance itself to helping to design the bottle and packaging,” he wrote. The bottle, with its top fashioned like layers of hearts superimposed on one another, was designed by Lance McGregor. He also designed the outer carton with its deep embossing.
The fragrance will be offered as an eau de parfum spray ranging in price from $35 for a 1 oz. size to $45 for the 1.7 oz. version to $55 for 3.4 oz. There also will be a 5 oz. hair mist — a big issue with the swept-top Biebs — for $20 and a body lotion for $25.
Dodge said the fragrance is being shipped in June to prestige stores, including Macy’s, Sephora, Dillard’s, Belk, Nordstrom, Boscov’s and Ulta. Dodge estimated the distribution at 2,500 doors. In the Canadian superstar’s home country, the brand will be carried by Shoppers Drug Mart. Hollander said a foreign rollout is now being planned. Dree Hemingway appears in a print ad shot by Terry Richardson. A TV commercial, directed by Robert Lee, was filmed in a gravity-free cabin of a Boeing 737 NASA training jet. It is scheduled for broadcast from Black Friday after Thanksgiving through Christmas.
Among retailers, expectations are running high. Asked for comment, Muriel Gonzalez, Macy’s executive vice president and general merchandise manager of cosmetics, fragrances and shoes, replied: “Justin Bieber is an international star with a built-in fan base from the social media sphere. He speaks to a young, socially conscious and digitally connected consumer, and we are excited to offer his new fragrance. But with proceeds benefiting various designated charities, Justin is sending a terrific message that you can be socially responsible at any age. We are confident that his global appeal with teens, tweens, twentysomethings and their moms will translate to traffic both in-store and online.”
Jessica Hanson, director of fragrances at Sephora, said, “We felt it was important to launch the collection for a variety of reasons, including it is on trend with our younger fragrance client, there is a strong socially driven charity component and, of course, a very popular celebrity. As well, the juice is a fruity floral, which is always a popular fragrance family with our client. We’ve never had a male celebrity sell a women’s fragrance: however, Justin certainly speaks to our younger fragrance clients.”
As befitting a celebrity with one billion YouTube viewings and 27 million Facebook friends, the executives are aiming for the top of the fragrance charts. While no projections were given, a landing in the top five would generate at least $30 million at retail in the U.S.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)