Canadian teen idol Justin Bieber, 17, launched his first women’s fragrance called Someday, recently unveiling the ad campaign, reports Coco Perez. All proceeds will benefit some of Bieber’s favorite charities, including Pencils of Promise, which builds schools.
After the pop phenomenon’s successful foray into the world of fragrance with My World scented unisex dog tags last year, this month he unveiled Someday, a fruity scent in a clear glass bottle topped with a heart-shaped flower, and removable charms dangling from the neck.
“Let’s be real, the way a girl smells is very important to a guy,” Bieber wrote in an e-mail to 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 video, which was filmed in a gravity-free cabin of a Boeing 737 NASA training jet, stars Bieber who nuzzles beautiful blonde model Dree Hemingway, and after a spritz of Someday perfume, suddenly appears to be flying and soaring through the clouds into the sunset with the handsome young pop star – a fantasy many a young girl can relate to.
The commercial’s tag line ‘Never Let Go’ also happens to be the name of his upcoming album. Print ads will debut next month in magazines, and the television commercial premiered yesterday evening (May 24) during this season’s final episode of Glee.
“They really let me take the lead on the entire project, because I know my fans better than anyone,” Bieber told WWD. The eau de parfum will retail for $35 for 1 oz., $45 for 1.7 oz. and $55 for a 3.4 oz. bottle. Body lotion will also be available, and hair mist.
Bieber fans can purchase a special limited edition of the fragrance online at justinbiebersomeday.com, and Someday will be available June 20 in selected stores.