Fresh off a seven-statue win at the Billboard Music Awards, pop prince Justin Bieber‘s ever-growing branding empire is gearing up to cover new territory: a women’s fragrance.
On June 20, the Biebs, in conjunction with Give Back Brands (a company that commits a portion of its proceeds to charitable causes) is releasing a female fragrance aptly titled “Someday.” But a melodramatic commercial for the scent is already spreading across the Internet (above).
The ad featues Bieber and an unidentified blonde and bares an eerie resemblance to Calvin Klein’s “Obsession” campaign from the 80s, specifically the JB look-alike who fawns over an older woman. In Bieber’s commercial, however, he floats around a sunset-tinged sky aimlessly with his female friend while seemingly inhaling her larynx.
The campaign behind the fragrance is clearly capitalizing on Bieber’s connection to the droves of his young, adoring female fans. The ad copy on the “Someday” YouTube site , for example, says the following: “Justin created SOMEDAY to give fans a personal invitation and intimate access to his heart. It’s a fragrance he can’t get enough of and can’t stay away from, making those who wear it irresistible.”
Despite his young age, the 17 year-old singer’s newest venture is far from his first stab at branding. Throughout his short yet remarkably successful career he’s endorsed a range of products including nail polish, zit cream, and headphones. And with “Someday” (which will be available in different sizes, as well as a hairspray and lotion) being sold at Macy’s, Dillard’s, Nordstrom, Ulta and Sephora this coming June, it’s unlikely the superstar’s expanding line of product endorsements will be slowing down anytime soon.