UAE. Internationally renowned two-time Grammy nominated Justin Bieber's first fragrance for her, SOMEDAY, was recently unveiled in Dubai at Debenhams, Mall of the Emirates.
This marked the debut of the scent, in partnership with Give Back Brands, a new lifestyle products company committed to donating its net profits to charity.
Justin Bieber is a global superstar, with a #1 album in 17 countries. He is the undisputed king of social media, with truly electrifying stats: over 1 billion views on YouTube… over 42 million Facebook fans… and over 20 million followers on Twitter.
And in 2011, he has been named one of Barbara Walters’ 10 Most Fascinating People, and Time Magazine’s list of the 100 Most Influential People in the world.
And now he has turned his attention to fragrance-- Justin's inspired approach to his first scent showcases his desire to connect with his fans, and to incorporate his life experiences into his work. He is the first male artist to develop a fragrance for his female fans first, deepening the relationship he has with them.
“SOMEDAY is the idea that we can change the world, make our dreams come true, and even be with the one person that means everything,” said Justin Bieber. “Giving back has always been incredibly important to me, but let’s be honest… I wanted to create a fragrance for my female fans that I can’t get enough of… that I want to get next to and I can’t stay away from. I know they’ll love the scent, but also the opportunity to support some amazing charities. It's a gift that gives back.”
“SOMEDAY by Justin Bieber has launched in the United States to numbers that are nothing short of astounding, making this fragrance the single most successful celebrity fragrance launch in history.
Justin has truly made his mark on the fragrance industry and we are excited to continue this success with SOMEDAY in Dubai, UAE.” Noreen Dodge, Executive Vice President of Global Marketing at Give Back Brands.
Committed to the spirit of giving back, Justin has teamed up with Give Back Brands to create a fragrance for her, with all net profits going to charity. Give Back Brands has a simple vision of partnering with entertainment artists and other top talent to create and market world-class products, then donating the company’s net profits to designated charities, including the favorite causes of the company’s celebrity partners. Donations to charity are after taxes, royalties, expenses and company requirements are deducted.
“We are honored that Justin selected Give Back Brands as his partner to launch his first fragrance. It is a complete privilege to be working with such a phenomenal talent,” said Paul West, Founder and Chairman of Give Back Brands. “His commitment to giving back is authentic and extraordinary, and the fact that it has been such an important part of his life at such a young age is truly inspiring to us all.”
"Justin exemplifies the Give Back Brands vision of harnessing talent and business to fund charities,” said Give Back Brands President and Co-Founder Robert Hollander. “As we expand into the marketplace, Justin will be an incredible inspiration for our future talent partners, retailers and consumers."
Give Back Brands turned to two exceptional agencies for the Advertising campaign. “There are no limits to what is possible with Justin Bieber; his energy, enthusiasm and spirit inspire truly breakthrough creative,” said Noreen Dodge, Executive Vice President of Marketing. “First, we partnered with HOWL group, founded by award winning Creative Director Robert Lee, for the creative campaign. We went for the impossible, like a TV commercial shot on a Boeing 737 that creates a zero gravity environment.”
Give Back Brands put together a communications platform that blurs the lines between PR, digital, social media, print and TV by partnering with The Media Kitchen for the media planning and social media initiatives.
“The Media Kitchen is an award winning agency known for their breakthrough, fully integrated media and digital approach; as such, they are the ideal agency to develop cutting edge initiatives for this launch,” Dodge said.
Together with Give Back Brands, The Media Kitchen was able to leave the traditional ‘ad agency’ model behind, and connect with consumers in completely new and surprisingly fresh ways.
Justin wanted SOMEDAY to be more than just a fragrance: it is pure energy, a state-of-mind that inspires and is the reason we never say never. It is full of the passion and confidence that drove Justin to the top of the charts. SOMEDAY is playful, fresh yet flirty and anything but ordinary… a fragrance Justin personally finds irresistible.
Justin’s fragrance for her is an addictive fragrance that evokes a sense of sexy, modern sophistication. It takes off with a splash of fruity mandarin, pear and wild berries, continues with fresh notes of jasmine and creamy florals and ends with warm hints of vanilla and soft musk. SOMEDAY captures Justin’s message of having the ambition to achieve anything, while always remaining true to oneself.
Mandarin, William Pear and Wild Berries
Jasmine, Water Lily, Creamy Florals and Coconut Orchid
Sandalwood, Vanilla and Soft Musk
Fans will have the chance to take home a piece of Justin’s heart with SOMEDAY and its iconic design. The bottle incorporates the colorful energy for which Justin has become known in an unforgettable, sculptural form. Layers of hearts create the cap, bursting from the glass bottle and exploding into your world.
Playful, thought-provoking, fresh yet flirty, and anything but ordinary, the bottle is affixed with a removable crystal heart lock and key from Justin, so fans can carry his heart around with them wherever they go.