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.
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“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.”