Fans of Justin Bieber welcomed the June 20 release of SOMEDAY, a fragrance crafted to echo a moment of personal access to the artist. Priced at 52 dollars, SOMEDAY invites wearers into a carefully composed scent that blends bright mandarin with juicy pear and a kiss of wild berry to spark the opening. The top notes deliver a crisp, fruity brightness that feels playful and modern. A heart built around jasmine and creamy florals adds a luminous bloom, while the base of vanilla and soft musk provides warmth and staying power, so the scent lingers long after the first spray. The aroma unfolds on the skin in stages, capturing the way a memory about a beloved artist can reveal itself over time. In practice, the fragrance aims to be both familiar and distinctive, a signature moment that fans can wear as a personal extension of the relationship they feel with Bieber. The marketing framing positions SOMEDAY as an invitation, a glimpse into the artist’s heart that fans can carry with them, perhaps making the wearer feel a little more confident and irresistible in social moments.
To support charitable work, Bieber partnered with Give Back Brands so a portion of SOMEDAY’s proceeds goes toward causes close to his heart. This philanthropic angle is woven directly into the product narrative, appealing to fans who want beauty with meaning and who appreciate a fragrance tied to real-world impact. The collaboration demonstrates Bieber’s ongoing commitment to generosity, turning a purchase of fragrance into a contribution to nonprofits that focus on health, education, or community welfare. In practice, the program invites fans to align their scent choices with causes they care about, creating a sense of shared purpose that extends beyond fashion or fragrance alone. The combination of scent and social good can deepen brand affinity and encourage ongoing engagement from a community of supporters who see their purchases as part of a larger story.
For fans who use iPhone devices, the official SOMEDAY app exists as part of the marketing ecosystem. The app, SOMEDAY BY JUSTIN BIEBER, offers more than a digital companion; it enables users to design and trade SOMEDAY charms, creating a tangible sense of collection and exchange within the fan community. In addition to the customization feature, the app provides access to exclusive pictures and wallpapers, allowing supporters to personalize their devices with imagery connected to the fragrance and the artist. The integration of physical and digital experiences gives the SOMEDAY campaign a multi-channel feel, inviting fans to participate in a shared cultural moment while staying up to date with Bieber’s latest releases and media appearances. The app may also serve as a platform for early previews or limited-edition items tied to charity initiatives, deepening the connection between scent, fans, and the artist.
An official SOMEDAY commercial rounds out the campaign, presenting the fragrance in cinematic fashion and spotlighting the idea that the scent is an invitation to share a moment with Justin Bieber. The advertisement aligns with the fragrance notes, portraying a mood that blends brightness, warmth, and urban chic, which resonates with fans who want to feel connected to the artist’s world. By showcasing the scent journey from crisp top note to mellow base, the commercial reinforces the narrative of intimate access while highlighting the charitable partnerships and digital extensions of the brand. For longtime fans and newcomers alike, the campaign offers a cohesive experience that ties scent to memory, style, and purpose, inviting audiences to learn more and engage with SOMEDAY beyond the perfume counter.