Update: Justin Bieber Launches Second Fragrance, 'Girlfriend'

Ad campaign features Selena Gomez look-alike

bieber fragrance
Courtesy of Elizabeth Arden
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Justin Bieber launched his new fragrance, "Girlfriend," this week at Macy's Herald Square in New York, prompting a seismic reaction from his fans. Following on the heels of 2011's best-selling "Someday" fragrance, Bieber's second scent should also prove very popular, especially with those who enjoy girly essences and all facets of the pop star's multimedia empire. It also ties nicely into the branding for his new album, Believe, and its accompanying hit lead single, "Boyfriend."

"Well, you know, I told [the perfume creators] they got to smell like all my fans all around the world," Bieber told MTV. “Just a beautiful smell, something not too fruity, but nice and flowery...got a nice little maybe cherry scent in there." Perhaps channeling Lady Gaga, he also joked that each bottle contains his own sweat.

The "Girlfriend" campaign itself has piqued fans' curiosity, as the brunette model whom Bieber poses with in the fragrance's photos bears a strong resemblance to current paramour Selena Gomez. If it's intentional, it's only fitting, given the fragrance's name. We can only wonder, will Miss Gomez return the favor with her next scent?


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