No Break from Bieber Fever

Teen sensation Justin Bieber has a heart…and a nose for fragrance. His first foray into the fine fragrance category is called Someday and was created by Honorine Blanc of Firmenich. Someday is billed as a “fruity gourmand” formula, that’s meant to appeal to the 14- to 18-year-old core of Bieber’s fan base, according to Give Back Brands, the producer and licensee.

Proceeds are earmarked for charity. Branding expert Robert Hollander and cosmetics industry veteran Paul West say they set up Give Back as a platform for entertainers to raise money for good causes. Hollander, who is president, predicted that this fragrance will raise “millions” for a list of charities that is now being put together. These include two of Bieber’s favorites: Pencils of Promise, which builds schools, and the Make-A-Wish Foundation.