Justin Bieber's new fragrance, Girlfriend, launched at Macy's yesterday and it is, unfortunately, a noteworthy occasion. I say "unfortunately" because I can think of an infinite number of cultural products that are more worthy of our attention than a corporate-developed perfume, branded with the face of an eighteen-year-old pop star, designed to indulge the fantasies of young teenagers who have been brainwashed to belieb that "chilling by the fire while eatin' fondue" is a transportive fantasy, the apex of romance, and not a bizarre seventies throwback.
Girlfriend is expected to rake in lots of money for Elizabeth Arden, which acquired the license last week. Bieber's previous perfume, Someday, was last year's top-selling women's fragrance launch. Elizabeth Arden's Chief Marketing Officer told WWD that Someday, together with Taylor Swift's signature scent, "accounted for half of the U.S. growth in fragrance last season." Even if Coco Chanel came back from the dead and concoted a new scent, it probably wouldn't sell nearly as well as the Bieber product: the megastar has more than 23,000,000 followers on Twitter, and Coco has been too dead to start her own Twitter account.
To celebrate the launch, Bieber played a concert at the Apollo last night. Tickets were only available for the first 500 girls that bought a $168 lot of branded products at the Macy's in Herald Square: along with the singer's new album and fragrance, the packet included Hair Mist and Touchable Body Lotion. Two hundred people camped out at Macy's Sunday night in anticipation.
“Girlfriend is kind of a more mature version of Someday,” Bieber told WWD, which is sort of like saying a vegan's trash smells better than an omnivore's.
Image via WENN.com