Justin Bieber is ready for the launch of his new fragrance for women Someday. You could place the product at the higher end of the mass market but it would be difficult to fit it in the luxury category. But the way their marketing campaign is gearing up for the launch, it is sure to become a business phenomenon the likes of which marketers dream about. The fragrance is targeted at the teenage girls mainly in the 14 to 18 year age group as they form the core of the brand’s fan base.
The fragrance for women being launched is supposed to have a ‘fruity gourmand’ smell. You can expect to smell a lot of berries and citrus and flowers. Justin Bieber has already committed a portion of the sales proceeds from the new fragrance for women to some of the charities that they usually support, like Pencils of Promise who are a foundation that builds schools and the Make –A-Wish Foundation. According to reports in Women’s Wear Daily the fragrance for women will be distributed extensively and will be sold through a variety of stores including Macy’s, Dillard’s, Sephora, Ulta, Belk, Nordstrom and Boscov’s.
The new fragrance for women will be available in three sizes, a 1 oz. bottle ($35), a 1.7 oz. bottle ($45) and a 3.4 oz bottle ($55). The collection will also include a hair mist ($20) and a body lotion ($25). The look of the bottle with its ripples of plastic heart flowers reminds one of the bottle design of Marc Jacobs’ fragrance Lola. A print ad for the fragrance has been shot by Terry Richardson with Dree Hemingway. A TV spot has also been shot by director Robert Lee. It should be unusual and interesting as it was filmed in a gravity free cabin of a Boeing 737 NASA training jet. It will be broadcast from Black Friday after Thanksgiving and go on through Christmas. We will let you have a look whenever a preview is available.