The press is finally talking about it, so I feel I can now, too! My friends at Give Back Brands (www.gbbeauty.com) have been working with teen/tween sensation Justin Bieber to launch his woman’s prestige fragrance, Someday, set for this June! It has been such an exciting venture for this tiny group of expert and veteran fragrance industry insiders, and I am thrilled I was able to have an early-on sneak peak of some of the plans!
What makes this fragrance launch different from any other is first, Justin, that adorable and ridiculously talented 17-year old pop sensation is creating the fragrance for the ladies! It’s a shout out to all of his female fans, and it is just as you expect, sweet and girly. The package is so pretty and feminine – a heart-shaped flower with removable charms.
The actual juice was created by expert fragrance house Firmenich, and is a “fruity gourmand” formula formulated to appeal to Bieber’s 14- to 18-year-old core set of fans. “Let’s be real, the way a girl smells is very important to a guy,“ Justin 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.”
The second reason this isn’t like any other fragrance launch is the actual premise behind the company of Give Back Brands. Proceeds of Justin’s sales will go to two of his favorite charities: Pencils of Promise (which builds schools), and the Make-A-Wish Foundation. Give Back Brands is committed to donating its proceeds to charity. According to Founder and CEO Paul West, “Give Back Brands allows customers around the world to not only purchase prestige products, but to do so knowing that they are contributing in an authentic and meaningful way to causes that matter.” In other words, think of the company as the Paul Newman concept, but for fragrance.
The eau de parfum spray is priced at $35 (1 oz.), $45 (1.7 oz.), or $55 (3.4oz.). The collection also includes a $20 hair mist (5 oz.) and a $25 body lotion. Someday is set to launch in June at Macy’s, Sephora, Dillard’s, Belk, Nordstrom, Boscov’s, Ulta, and Shopper’s Drug Mart (in Canada). (Way to go Mark and his expert sales team!) Best of all, the launch is being supported with a massive marketing and ad push.
Another reason to have Bieber fever! Someday!
No Ugly Duckling 