Justin Bieber is launching a perfume for young women. Although the move seems utterly nonsensical, Bieber’s rabid tween fans would buy medical waste if someone slapped his name across it, so this is an obvious commercial opportunity for everyone involved (according to WWD, “proceeds are earmarked for charity”). Anyway:
Jessica Hanson, director of fragrances at Sephora, said, “We felt it was important to launch the collection for a variety of reasons, including it is on trend with our younger fragrance client, there is a strong socially driven charity component and, of course, a very popular celebrity. As well, the juice is a fruity floral, which is always a popular fragrance family with our client. We’ve never had a male celebrity sell a women’s fragrance: however, Justin certainly speaks to our younger fragrance clients.”
Although I’m sure you’d like to read the word “client” a few dozen more times, all that’s left to say is the print campaign stars Dree Hemingway and was shot by… Terry Richardson.