Justin Bieber: Scent brings me closer to fans
Justin Bieber has hinted that his new scent The Key unlocks a part of him especially for his fans.
The teen popstar is set to release his third fragrance, The Key, in the US from July.
Justin teased that the key dangling from the bottle's design grants his fans access to his heart.
“[The Key] will unlock a personal side of me they’ve never seen before,” Justin told PEOPLE, “bringing us closer than ever.”
The superstar believes perfumes are a positive way for him to connect with his fans.
This is seen in the imagery of the bottle, which represents the importance to him.
“I always want my fragrances to send an uplifting and positive message. It’s an amazing way to connect with my fans,” he continued. “The Key means a lot to me as a powerful symbol to believe, and this new fragrance is my message to my fans to always believe in their dreams.”
Justin tweeted an image of the fragrance last night along with the hashtag #whatisKEY.
The perfume is a fruity floral musk with notes of vanilla, and is housed in a modern white bottle with gold edging.
The Key also has a charm hanging from the bottle design.
Overall the packaging is a more grown-up offering compared to his first two scents Someday and Girlfriend.
Justin's debut perfume for women, Someday, raked in more than $3 million in the first three weeks of sales when it was launched in 2011.
This topped the previous record set by Beyoncé Knowles' Heat perfume in February 2010.
"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," Justin previously told Australian radio’s The Kyle and Jackie O Show.
"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.”
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