Justin Bieber is releasing his second fragrance, “Girlfriend” arriving in-stores first at Macy’s (from June 18th) following on from the mega-success of his debut fragrance, Someday, which is reported to have became the best-selling celebrity fragrance ever and the best-selling new women’s fragrance released in 2011. Focusing on social media as the launch platform (twitter – 22M – and facebook – 44m), Justin has invited fans to enter a “sing-off” on Tumblr to help create a 60-second television commercial for Girlfriend.
As an aside, Elizabeth Arden has just purchased the licenses for Justin Beiber and Nicki Minaj’s fragrances upping the celebrity ante to their portfolio celebrity fragrances which includes licenses for Elizabeth Taylor, Britney Spears, Mariah Carey, Usher, and Taylor Swift. The combination of Justin Bieber’s Someday and Taylor Swift’s Wonderstruck, together they accounted for half of the US growth in fragrance last season.
Visit his website here, he is such a phenonomen!
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