Justin Bieber Introduces SOMEDAY, His First Fragrance

Internationally renowned two-time Grammy nominated Justin Bieber announces his first fragrance for her, SOMEDAY. June 2011 will mark the debut of the scent, in partnership with Give Back Brands, a new lifestyle products company committed to donating its proceeds to charity.

Justin Bieber is a global superstar, with a #1 album in 17 countries. He is the undisputed king of social media, with truly electrifying stats: over 1 billion views on YouTube... over 27 million Facebook fans... and over 9.8 million followers on Twitter. And just this year alone, he has been named one of Barbara Walters' 10 Most Fascinating People, and Time Magazine's list of the 100 Most Influential People in the world.

And now he has turned his attention to fragrance-- Justin's inspired approach to his first scent showcases his desire to connect with his fans, and to incorporate his life experiences into his work. He is the first male artist to develop a fragrance for his female fans first, deepening the relationship he has with them.

"SOMEDAY is the idea that we can change the world, make our dreams come true, and even be with the one person that means everything," said Justin Bieber. "Giving back has always been incredibly important to me, but let's be honest... I wanted to create a fragrance for my female fans that I can't get enough of... that I want to get next to and I can't stay away from. I know they'll love the scent, but also the opportunity to support some amazing charities. It's a gift that gives back."

Committed to the spirit of giving back, Justin has teamed up with Give Back Brands to create a fragrance for her, with the profits going to charity. Give Back Brands has a simple vision of partnering with entertainment artists and other top talent to create and market world-class products, then donating the company's proceeds to designated charities, including the favorite causes of the company's celebrity partners.

"We are honored that Justin selected Give Back Brands as his partner to launch his first fragrance. It is a complete privilege to be working with such a phenomenal talent," said Paul West, founder and chairman of Give Back Brands. "His commitment to giving back is authentic and extraordinary, and the fact that it has been such an important part of his life at such a young age is truly inspiring to us all."

"Justin exemplifies the Give Back Brands vision of harnessing talent and business to fund charities," said Give Back Brands President and Co-Founder Robert Hollander. "As we expand into the marketplace, Justin will be an incredible inspiration for our future talent partners, retailers and consumers."

THE CAMPAIGN
Give Back Brands turned to two exceptional agencies for the Advertising campaign. "There are no limits to what is possible with Justin Bieber; his energy, enthusiasm and spirit inspire truly breakthrough creative," said Noreen Dodge, Executive Vice President of Marketing." First, we partnered with HOWL group, founded by award winning Creative Director RoBert Lee, for the creative campaign. We went for the impossible, like a TV commercial shot on a Boeing 737 that creates a zero gravity environment."