Watch Justin Bieber's New Perfume Commercial

More

Tween-pop icon Justin Bieber, 17, is adding perfume to his portfolio. As the promo video below shows, young women can expect a visit from the purple-sneakered prodigy--who is apparently now equipped with the the power of flight--upon spritzing Bieber's "Someday" scent.




The new fragrance, which comes out next month, is the result of a licensing deal the singer signed with New York-based Give Back Brands, Inc. But how does perfume for girls fit into the boy wonder's brand? The Boston Herald asked Wheelock College professor Diane Levin to weigh in:

With the introduction of a Bieber fragrance, Levin expects girls as young as 6 to be asking their parents for the perfume. "When Justin Bieber comes out saying, 'This is what you need to do to be attractive to someone like me,' that's an incredible yet very troubling marketing tool," she added.

Read the full story at the Boston Herald.

Jump to comments
Presented by

Spencer Kornhaber is a senior associate editor at The Atlantic, where he edits the Entertainment channel. More

Before coming to The Atlantic, he worked as an editor for AOL's Patch.com and as a staff writer at Village Voice Media's OC Weekly. He has also written for Spin, The AV Club, RollingStone.com, Field & Stream, and The Orange County Register.

Get Today's Top Stories in Your Inbox (preview)

An Eerie Tour of Chernobyl's Wasteland

"Do not touch the water. There is nothing more irradiated than the water itself."


Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus

Video

Is Technology Making Us Better Storytellers?

The minds behind House of Cards and The Moth weigh in.

Video

A Short Film That Skewers Hollywood

A studio executive concocts an animated blockbuster. Who cares about the story?

Video

In Online Dating, Everyone's a Little Bit Racist

The co-founder of OKCupid shares findings from his analysis of millions of users' data.

Video

What Is a Sandwich?

We're overthinking sandwiches, so you don't have to.

Video

Let's Talk About Not Smoking

Why does smoking maintain its allure? James Hamblin seeks the wisdom of a cool person.

Writers

Up
Down

More in Entertainment

Just In