Smell like the Biebs: Justin Bieber to Launch Unisex Fragrance Collection


Justin Bieber has attacked the country’s sight and sound, and is now on the cusp of dominating yet another sense: smell.

Announced yesterday via WWD, the Biebs is set to join the likes of Britney Spears, Usher, and JLo with a musk all his own. However, rather than go the way of traditional celeb-endorsed bottled brands, Bieber will cater to his demographic with scent-infused wristbands and dog tags. Named My World, after his current tour, the androgynous, multi-tasking jewelry line will hit Walmart stores on Black Friday.

The scent itself is embedded into a resin technology treated to keep the smell for at least one year, and features top notes of bergamot, lychee, and pomegranate. The collection in its entirety includes four designs: Icon, Energy, Tour, and Web, priced at $10 each.

What’s Bieb’s preferred ladies’ scent as of now? “I actually like the Britney Spears perfume on girls. It smells good,” Beiber reports.

The host company, Etoile Nation Beauty, plans to expand the scented accessories to additional retail spots next year. Experts estimate the venture could bring in at least $74 million to the newly founded company.

Rumors are now swirling that a hair care line is up next, which would mean further domination of the senses, this time in the tactile realm. And what would be a better medicine for Bieber Fever than an (almost) touch of that infamous mane?


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