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Special Issue
WWDStyle issue 04/01/2011

Aside from his vocals, of course, Justin Bieber wants to be known for more than just a mop of perfectly coiffed hair.

This story first appeared in the April 1, 2011 issue of WWD. Subscribe Today.

The teenage pop star is bent on igniting a trend: dog tags infused with fragrances hand-chosen by the Biebs.

Bieber and Etoile Nation Beauty got the ball rolling on that plan on Black Friday in November, when the pair launched the My World Collection of scented dog tags and wristbands exclusively at Wal-Mart.

Now they are expanding their collection with two new designs, One Less Lonely Girl and Never Say Never. The new additions — infused with a pomegranate fragrance — will be available for $10 each at CVS and FYE stores, beginning in the next few days.

To fete its union with Bieber, Etoile Nation gifted the teen heartthrob with custom white gold and diamond dog tags. Bieber has been spotted wearing them on “Chelsea Lately,” “Jimmy Kimmel Live” and “Conan.” He also sports them in the new “That Should Be Me” music video with Rascal Flatts.

In the next month, fans will also be able to order custom-crafted dog tags at, starting at $100 each.

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