Justin Bieber’s debut perfume looks set to become the top-selling perfume of 2011.
The 17-year-old singer’s women’s scent, Someday, generated more than $3 million in retail sales at Macy’s in New York in under three weeks and experts are already hailing its debut on June 23 as the most successful celebrity fragrance launch in history.
Karen Grant, vice president and senior global industry analyst of the NPD Group Inc., said: “If it sustains this momentum, it will become the number-one-selling fragrance of 2011. We haven’t seen anything like it since [Jennifer Lopez’s] Glow and [Britney Spears’] Curious.”
To launch the fragrance, Justin made a personal appearance at Macy’s, where the first 325 fans who purchased the $135 Someday gift set had their pictures taken with the ‘Baby’ hitmaker and the store believe the star’s presence propelled the fragrance’s high sales.
Terry Lundgren, chairman, president and chief executive officer of Macy’s Inc., told WWD: “Justin Bieber’s Someday fragrance, propelled by Justin’s incredible personal appearance at Macy’s Herald Square, has resonated with our customers, and has now become the biggest celebrity fragrance launch on record.”
Following’s its success in Macy’s, other US stores – including Dillard’s, Boscov’s, Belk, Nordstrom, Lord & Taylor, Sephora and Ulta – are now stocking the fragrance, while it will also be sold overseas, including in the UK, Australia, Germany and New Zealand.
The fragrance was created through Give Back Brands – a company designed for entertainers to use to raise money for good causes – and the proceeds will go to several charities, including the Make-A-Wish Foundation and Pencils of Promise, an initiative which builds schools.
Robert Hollander, president of Give Back Brands, said: “Justin Bieber Someday has launched to numbers that are nothing short of astounding, making this the industry’s single most successful celebrity fragrance launch. Our retail partners simply cannot keep it in stock. Justin has truly made his mark on the fragrance industry, and we could not be more proud of this partnership.”