We could sit here and lightly poke fun at Justin Bieber‘s new women’s fragrance all morning, and we we’d actually entertained the idea of doing just that. But then we asked ourselves, what would be the point? Bieber’s new scent Someday is destined to be an olfactory business phenomenon the likes of which we’ve never seen before, and there is nothing we can do about it.
The fragrance, targeted directly at the 14- to 18-year-old group of teenage girls who comprise Bieber’s fan base, is described as having a “fruity gourmand” smell, which means we can expect to smell lots of berries and citrus and flowers and things. A percentage of sales from the fragrance have already been earmarked for Bieber’s favorite charities, including Pencils of Promise, which builds schools, and the Make-A-Wish foundation.
Women’s Wear Daily reports the fragrance will be sold at a variety of stores (Macy’s, Dillard’s, Sephora, Ulta, Belk, Nordstrom and something called Boscov’s). In addition to a 1 oz. bottle ($35), a 1.7 oz. bottle ($45) and a 3.4 oz bottle ($55), the fragrance collection will include a hair mist ($20) and a body lotion ($25). At this point the only dig we have about it is that the bottle for Someday, with its ripple of plastic heart flowers, looks a lot like the bottle for Marc Jacobs‘ fragrance Lola. But the ad campaign will make up for that.
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.
The fragrance will be in stores in June. If you want to avoid getting maimed by high schoolers and their mothers, we’d suggest staying away from your local fragrance counters until mid-August.