Worldwide Phenomenon Justin Bieber Introduces SOMEDAY, His First Fragrance

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    Justin Bieber partners with Give Back Brands to debut SOMEDAY, his first
    fragrance for his female fans, at prestige department stores nationwide
    June 2011

    JustinBieberSomeday.com is live at midnight tonight






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NEW YORK, May 23, 2011 /CNW/ -- 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."

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    THE CAMPAIGN

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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."

Give Back Brands put together a communications platform that blurs the lines between PR, digital, social media, print and TV by partnering with The Media Kitchen for the media planning and social media initiatives. "The Media Kitchen is an award winning agency known for their breakthrough, fully integrated media and digital approach; as such, they are the ideal agency to develop cutting edge initiatives for this launch," Dodge said. Together with Give Back Brands, The Media Kitchen was able to leave the traditional 'ad agency' model behind, and connect with consumers in completely new and surprisingly fresh ways.

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    THE FRAGRANCE

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Justin wanted SOMEDAY to be more than just a fragrance: it is pure energy, a state-of-mind that inspires and is the reason we never say never. It is full of the passion and confidence that drove Justin to the top of the charts. SOMEDAY is playful, fresh yet flirty and anything but ordinary... a fragrance Justin personally finds irresistible.

Justin's fragrance for her is an addictive fragrance that evokes a sense of sexy, modern sophistication. It takes off with a splash of fruity mandarin, pear and wild berries, continues with fresh notes of jasmine and creamy florals and ends with warm hints of vanilla and soft musk. SOMEDAY captures Justin's message of having the ambition to achieve anything, while always remaining true to oneself.

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    TopMandarin, William Pear and Wild Berries


    MidJasmine, Water Lily, Creamy Florals and Coconut Orchid


    DrySandalwood, Vanilla and Soft Musk


    THE DESIGN

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Fans will have the chance to take home a piece of Justin's heart with SOMEDAY and its iconic design. The bottle incorporates the colorful energy for which Justin has become known in an unforgettable, sculptural form. Layers of hearts create the cap, bursting from the glass bottle and exploding into your world. Playful, thought-provoking, fresh yet flirty, and anything but ordinary, the bottle is affixed with a removable crystal heart lock and key from Justin, so fans can carry his heart around with them wherever they go.

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    THE PRODUCTS

    Eau de Parfum Spray, 1 Fl oz               $35

    Eau de Parfum Spray, 1.7 Fl oz            $45

    Eau de Parfum Spray, 3.4 Fl oz            $55

    Swept Away Hair Mist, 5 Fl oz              $20

    Touchable Body Lotion, 6.7 Fl oz          $25


    All prices are manufacturer's suggested retail prices in US dollars.

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Available in the US in June 2011 at retailers nationwide, including Macy's, Sephora, Lord & Taylor, Dillard's, Belk, Nordstrom, Boscov's, Ulta and other fine department stores.

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    About Give Back Brands

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Give Back Brands, LLC is a prestige beauty company creating and marketing leading edge beauty and fragrance brands with a simple vision of partnering with entertainment artists and other top talent to create and market world-class products. The proceeds from Give Back Brands operations will be donated to designated charities, including the favorite causes of its celebrity partners. For more information please visit www.gbbrands.com.

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SOURCE Give Back Brands, LLC

For further information: Coburn Communication, Megan Raphael, +1-212-730-7277, Megan.Raphael@coburnww.com; or Corinne Pipitone, +1-212-730-7277, Corinne.Pipitone@coburnww.com Web Site: http://www.gbbrands.com

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