Justin Bieber

Justin Bieber's foray into perfumery began in 2011 with Someday, developed alongside Give Back Brands. The launch was conceived as a product for his fans and linked part of the proceeds to charitable organizations. The project belongs to the heyday of celebrity perfumery and combined eau de parfum with hair mist and body lotion.

Someday was the first reference, and then came Girlfriend, distributed by Elizabeth Arden in the selective perfumery channel. Bieber's journey is distinguished by having started with a fragrance aimed at his female followers, rather than a masculine cologne associated with his image. Today it is mainly of interest as an example of an artist's campaign that turned the bond with the audience into a line of perfume and complementary products.