We admit it — we have a little case of the Fever. Bieber Fever. Don’t blame us! We work on the internet! And “Baby” is pure pop perfection! And that hair! We’re certainly not the only ones who feel this way (nor are we the only ones over the age of 12 who feel this way). But Justin Bieber‘s takeover of the beauty industry must be stopped. Now.
So we all know that Justin’s coming out with a nail polish line, which is weird because, well, what does he know about nail polish? But now he’s taken this whole thing too far: Justin is debuting a fragrance next month… and that fragrance comes in the form of infused dog tags.
Because bottles are so totally uncool, Biebs decided to drench some dog tags (and wristbands!) in his unisex (!) scent. It’s called My World, and it’s launching at Wal-Mart on Black Friday (which sounds like maybe the worst time to be at the worst place on Earth).
But what will it smell like, you ask? It’s pretty unclear, but basically the fine people at Etoile Nation Beauty were all, “Hey, Justin! Smell this stuff we made!” and Justin was all, “Okay.” He told WWD: “They actually brought me a bunch of stuff to smell today. One of them smelled too young, too fruity. One was really good. I actually like the Britney Spears perfume on girls. It smells good.” And that’s how your Justin Bieber perfumed dog tags are made.
Confused about how the dog tags will continue to smell Bieber fresh?
The fragrance, named after the singer’s current tour, is embedded into a patented resin technology designed to hold the scent for at least one year.
“The resin delivers the scent in a way that is every bit as good as a juice,” said [Etoile president Michael] Ferrara, who prior to Etoile was a senior marketing executive at Coty Inc.
Which is good, because the idea of Justin Bieber Juice just feels wrong.