Following in the footsteps of notable pop stars like Britney Spears and Beyonce, 17-year-old singer Justin Bieber this month released his second fragrance, Someday. If it launches anywhere near expectations, the "fruity gourmand" scent could earn up to $30 million in sales.
Someday is a follow-up to Bieber's first fragrance, the unisex-marketed My World, and his branded line of nail polish. While it is rare for a male celebrity to promote a women's perfume, the product seems to be a natural fit for Bieber's enthusiastic adolescent female fanbase.
A large crowd of those excited, anxious Bieber devotees gathered at Macy's Herald Square in New York City on June 23 in anticipation of a special launch event. Initial reports from the event alleged that Bieber was pushed to the ground in a scuffle with an undercover police officer, but a rep for the singer later told The Hollywood Reporter that it was "a momentary, well-intentioned misunderstanding that was quickly resolved".
Regardless, that kind of turnout and subsequent buzz bodes well for Someday's sales numbers. Muriel Gonzalez, executive vice president and general merchandise manager of cosmestics, fragrances and shoes at Macy's, told Women's Wear Daily that the Bieber fragrance would be "the biggest launch we've ever had".
Bieber is not the first music artist to triumph in the fragrance market. According to a 2010 Forbes report, Jennifer Lopez's 2002 scent Glow earned over $100 million in its first year on the market. Britney Spears' first fragrance, Curious, matched that total when it was released in 2004, and still routinely appears on "best of" and "readers' choice" lists in consumer magazines. Beyonce Knowles set the latest benchmark last year when her scent Heat raked in $3 million at Macy's in its first month alone.
Fragrances from Mary J. Blige, Jessica Simpson, Sean "Diddy" Combs, and Mariah Carey have also seen impressive sales numbers. And while Madonna has yet to endorse or launch a fragrance, WWD estimated in 2007 that the Material Girl's name alone could propel a fragrance brand to global sales upward of $200 million.
Bieber's Someday is available from retailers including Macy's, Nordstrom, and Sephora at prices ranging from $20 to $55. All proceeds will be donated to a handful of earmarked charities.