Guard your girlfriends and lock up your daughters… Justin Bieber is coming to town! In anticipation of the Prince of Pops performance at the Summertime Ball, The Perfume Shop has prepared a specific Belieber action plan and sent bespoke ‘Extreme Justin Bieber SOS packs’ to stores to cater for the pandemonium. Key stores will be armed and ready with tissues for emotional outbursts and Bieber lollipops to increase the blood sugar levels of screaming fans!

The exclusive pack has been developed following phenomenal sales of his debut perfume ‘Someday’. The female scent which only launched in September last year came top out of 12 other perfumes and resulted in a third of overall celebrity scent sales for 2011.

Key stores including Westfield Stratford, Bluewater and White City are preparing for floods of Justin Bieber fans to accommodate the hysteria expected at the weekend. Similarly to a ‘flood’ contingency plan, The Perfume Shop has drafted in additional support to help the teams in store, including Justin Bieber cut outs, scented posters, masks and balloons!

National Advertising & PR Manager, Michelle D’vaz said, “Bieber fever is still going strong The Perfume Shop! ‘Someday’ has an incredibly successful launch and continues to be a top seller. We wanted to celebrate with our shoppers ahead of his visit to the UK and look forward to meeting all the young Beliebers in stores this weekend!”

More Justin Bieber news exclusive to The Perfume Shop coming soon!