Justin Bieber on His New Fragrance: 'It Will Unlock a Personal Side of Me'

06/20/2013 at 12:34 PM ET

Justin Bieber Key Fragrance Courtesy Justin Bieber; Inset: Vallery Jean/FilmMagic

So, what exactly does the key dangling off the bottle of Justin Bieber’s newest fragrance (named The Key) open? No, not the singer’s home or trailer. But don’t despair, Beliebers! You’ll be glad to hear this key will grant you access to the singer’s heart. Well, sort of.

“[The Key] will unlock a personal side of me they’ve never seen before,” Bieber tells PEOPLE exclusively, “bringing us closer than ever.” Aaand, cue the mile-long lines of fans waiting to snatch up a bottle of this stuff.

RELATED: Your Summer Fragrance Finder

“I always want my fragrances to send an uplifting and positive message,” the superstar explains of his third scent. “It’s an amazing way to connect with my fans.”

He explained that the imagery of the bottle represents something important to him: “The Key means a lot to me as a powerful symbol to believe, and this new fragrance is my message to my fans to always believe in their dreams.”

Both the scent and the packaging feel decidedly more grown-up compared to Bieber’s first two scents, Someday and Girlfriend. Housed in a modern white lacquer bottle featuring edgy gold hardware (and, of course, that key charm), the perfume is a fruity floral musk with notes of vanilla.

Whether you just want to smell good or you’re looking to get closer to JB, check out Bieber’s tweet, below, and pick up the perfume in department stores nationwide this July.

–Brittany Talarico

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Showing 17 comments

Jessica on

The fragrance does look more mature then he recent ones. I’m excited to to buy it actually and smell it (: i was at the movies and this guy with his wife commented saying i smelled very nice. i told them it was Girlfriend by Justin Bieber. They were shocked lol and his wife asked where she could get some (: and the guy said well The Biebs always makes good stuff haha (: very excited for what you have coming Biebs (:

hugh janus on

this is tooo lame

Khsukb on

“Aaand, cue the mile-long lines of fans waiting to snatch up a bottle of this stuff.”

This little girl still has fans?

UnKnown on

What a loser!!!!!!!!!!!

guest on

Justin is a LOSER

bobbi on

Go away….just go away!!!!

janet on

he’s such a little dweeb….. Yawwwwwn


Omg so gonna buy that! I already have girlfriend. This looks so sophisticated!!! 😜

.... on

Did anyone else laugh out loud when they read this??

Aunt Jackie on

“key to his nose”
I thought this was going to be an article about coke.


Savanah Bieber on

Justin Bieber can you send the the key perfume with the l reply to the letter my friend sent you? You always have the key to my heart and my personal side.

Journey on

Still laughing ‘on’… I’m sure the young girls will all fall for this BS and buy it up.

Cindy loves bieber on

Why all the negative comments. You took the time to read the article then comment. You must be facinated with him regardless of your negativity (to those who are jealous and rude). Hes got alot going for him, uber talented, very succrssful and very popular. Its easy to hate those who are more successful than you. But not me. I love the guy. His music touches my soul. Im 35 and think its great what he has been able to accomplish. Hes not a child, hes 19. If you want to make a statement, ensure your facts are accurate. He is also a male. Whats lame about having the ability to put a perfume on the market? You would if you could. It takes a lot of $ and alot of success to get a fragrance out. Dont envy and dont hate. Christ taught us to love. I chose love. Love you JB.

Anomymous on

For all the haters out there, just stahp. If Justin didn’t really have fans, then why is he the most followed person on Twitter?

Nanu 08 on

Sweet Pea has a new perfume…..YAWN!!!!!

itsallgoodnroanoke on

He is such a girl! I am so glad his old girlfriend moved on. He is such a baby! DO YOU NEED A BOTTLE! SUCH A GIRL! LOL LOL LOL

SAM on


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