Monday, October 25, 2010

Teen-angst in Perfume Form (My World by Justin Bieber)

Teen singing sensation Justin Bieber shas paired with Etoile Nation Beauty, to create a new line of fragrances! Hold your horses, dear readers. The unisex juice "My World" is not only going to be something that will get you out of your My Little Pony comfort zone, it also comes in the form of scent-infused wristbands and dog tags, according to WWD. Because admit it: You always wanted to be seen as a tough marine with your dog tag hanging over your wife-beater, wafting some teenage fruit-salad scent!

The unconventional approach [sic] is fitting for the pop star, who catapulted to fame after posting homemade videos of himself singing on YouTube. Bieber, who plays the drums, guitar, piano and trumpet, is learning the notes of the fragrance game, too. Before a concert Friday evening at Arco Arena in Sacramento, Calif., Bieber told WWD over instant message that he spent part of the day smelling different scents. "Slated to launch in Wal-Mart stores just in time for the Holidays on Black Friday, the line is clearly targeting the singer’s teenage demographic." No shit, Sherlock!
“They actually brought me a bunch of stuff to smell today,” he said. “One of them smelled too young, too fruity. One was really good.”
WWD continues: "The ongoing phenomenon of the pop star is the reason Etoile hooked up with him. As Michael Ferrara, president of Etoile, a company formed this fall, said, “This Justin Bieber juggernaut is never going to end. Justin is a total grassroots phenomenon.” You wish, I say! And regarding longevity: Have these people never heard of Jordy Lemoine? Or Macaulay Culkin for that matter?
Bieber, his manager Scooter Braun and Universal Music Group, which owns Bieber’s record label Island Records, are partners in the new venture. The fragrance, named after the singer’s current tour, is embedded into a patented resin technology designed to hold the scent for at least one year. “The resin delivers the scent in a way that is every bit as good as a juice,” said Ferrara, who prior to Etoile was a senior marketing executive at Coty Inc.
What did the crooning coed say was his favorite female fragrance already on the market? “I actually like the Britney Spears perfume on girls,” he admitted to WWD. “It smells good.” What did you expect? Anyway, the kid is a little boy, we will be lenient on this one and not roast him over open flame.

pic via wwd


  1. I thought it was way beyond time for celebrity perfumes to throw in the towel when I saw a Spongebob Squarepants one on a shelf.

    Now they're just having a laugh.

  2. Anonymous03:07

    The Bieber's scent will make megabucks! Even though it may be "unisex", I can't imagine most boy-tweens wearing it. Girl tweens will be reeking of it though.

    ~ Susan

  3. Dee,

    who can argue with that? Truer words...

  4. Susan,

    you think so, eh? I do think the girls will be the main buying audience, myself, as is usually the case with such things and pop idols of a young age. So, is his fame that big? I admit I wasn't even aware of him till a few weeks ago.

  5. Anonymous12:31

    Oh Elena - the girls (kiddies really) and tweens go nuts over him! It reminds me of the heyday of Michael Jackson when he was in his early teens.

    Justin's voice hasn't broken yet. (still sort of an androgynous sounding mezzo-soprano). I wonder what he'll sound like when it does break? - maybe the appeal will fizzle then. In the meantime his handlers are making the money as fast as they can.

    ~ Susan

  6. That's too bad, Susan. It's never a good thing to be milked for money so young. And funny about the voice, it reminds me of the Renaissance and Baroque castrati! Not that people are so cruel nowadays. Or, maybe, they're cruel in other ways.


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