GIVE BACK BRANDS
THE COMPANY BEHIND THE BIGGEST CELEBRITY FRAGRANCE LAUNCH IN HISTORY,
SOMEDAY BY JUSTIN BIEBER
Justin Bieber partnered with Give Back Brands to launch his new fragrance, SOMEDAY by Justin Bieber. Mr. Bieber, a global Superstar with a #1 album in 17 countries and the king of the social media with over 1 billion views on YouTube, 33 million fans on Facebook and over 11 million followers on Twitter, has now turned his attention to fragrance.
Justin Bieber is the first male performer to develop his first fragrance for his female fans. He wanted to deepen the relationship he has with his fans by incorporating his life experiences into this scent. “SOMEDAY is the idea that we can change the world, make our dreams come true and even be the one person that means everything,” Mr. Bieber affirmed.
“Giving back has always been incredibly important to me, but let’s be honest…I wanted to create a fragrance for my female fans that I can’t get enough of…that I want to get next to, and I can’t stay away from. I know they’ll love the scent but also the opportunity to support some amazing charities. It’s a gift that gives back,” he added.
SOMEDAY by Justin Bieber was developed by Firmenich’s Perfumer Honorine Blanc who said the concept “represented so much positive energy and love. I tried to translate that to the juice to create what [Justin Bieber’s] fans would like.” The fragrance opens on a top note of mandarin, William pear and wild berries. Its middle note of jasmine, water lily, creamy florals and coconut orchid is based on a drydown of sandalwood, vanilla and soft musk.
The bottle for SOMEDAY by Justin Bieber incorporates the colorful energy for which Mr. Bieber has become known into a sculptural form. Layers of hearts create the cap. The flacon is affixed with a removable crystal heart lock and key so fans can carry Mr. Bieber’s ‘heart’ around with them wherever they go.
SOMEDAY by Justin Bieber comes in a 1 oz. Eau de Parfum Spray for $35.00; 1.7 oz., $45.00 and 3.4 oz., $55.00. They are joined by a 5 oz. Swept Away Hair Mist for $20.00 and 6.7 oz. Touchable Body Lotion for $25.00. The collection is available now at retailers nationwide including Macy’s, Sephora, Dillard’s, Belk, Nordstrom, Lord & Taylor, Boscov’s, ULTA and other fine department stores.
Give Back Brands turned to three exceptional agencies for the launch. “There are no limits to what is possible with Justin Bieber; his energy, enthusiasm and spirit inspire truly breakthrough creative,” said Give Back Brand’s Noreen Dodge, Executive Vice President of Marketing. “First, we partnered with HOWL group, founded by award winning Creative Director Robert Lee, for the creative campaign. We went for the impossible, like a TV commercial shot on a Boeing 737 that creates a zero gravity environment.”
Give Back Brands put together a communications platform that blurs the lines between PR, digital, social media, print and TV by partnering with The Media Kitchen for the media planning and social media initiatives and Coburn Communication for the public relations and event planning. “The Media Kitchen is an award winning agency known for their breakthrough, fully integrated media and digital approach; as such, they are the ideal agency to develop cutting edge initiatives for this launch,” Ms. Dodge affirmed. “Coburn Communication was able to transcend traditional public relations and achieve an unprecedented level of awareness by innovating and redefining PR’s status quo. Together, HOWL, Coburn, and The Media Kitchen were able to leave the traditional agency model behind and connect with consumers in completely new and surprisingly fresh ways.”
Mr. Bieber was attracted to Give Back Brands because of the promise of charity. The net proceeds from the sale of SOMEDAY by Justin Bieber will be donated to Pencils of Promise and the Make-A-Wish Foundation.
Beauty Fashion recently interviewed Give Back Brands’ Founder and Chairman Paul West and President Robert Hollander about the culture of Give Back Brands and the company’s association with Justin Bieber.
Beauty Fashion: What inspired the formation of Give Back Brands (GBB)?
Paul West: I’ve worked in the beauty industry for a number of years; I always felt that there was room for innovation and opportunity to give back. And about two years ago, during the recession, I was incredibly moved, as were so many, by the stories of hardship and sacrifice. With those two factors in mind, I came up with the concept for Give Back Brands. I was tremendously inspired by Paul Newman’s Newman’s Own model of giving profits to charity; why not evolve and refine that model to revolutionize the beauty sector? I reached out to beauty and licensing veteran Robert Hollander to be President; he agreed to join me, help build the business and present the concept to celebrities with whom we could potentially partner. Each executive with Give Back Brands is personally involved with charity work, which has in turn inspired and informed the direction of our company.
GBB considers itself to be an accessible and game-changing brand for the beauty category, pairing the glamour of the beauty and celebrity worlds with the emotional component ofgiving back.
We want to leverage the current world economy as an opportunity to initiate this strategy and thereby impact lives. This younger generation is as interested in contributing to the greater good as they are in generating profits, making our business model a positive game-changer for the industry. Our company runs as a ‘for-profit’ company, but we direct all net profits to charity after taxes, expenses and company requirements have been fulfilled. This charitable model is setting an example for the for-profit sector and can serve as an exemplar for similar companies in the future.
We feel this idea of simultaneously purchasing a fragrance and contributing
to charity is an opportunity for consumers to give back through their purchasing
decisions. It gives them the chance to change even people’s lives with even a single purchase. That’s a very powerful proposition.
BF: How would you describe your company?
PW: Give Back Brands has a simple vision of partnering with Entertainment Artists and other top talent to create and market world-class beauty products and fragrances, but at the core of our mission is the donation of the company’s net profits to designated charities, including the favorite causes of our celebrity partners.
BF: Are all proceeds that remain after expenses given to charities?
Robert Hollander: Absolutely. Give Back Brands is fully committed to donating all net profits to charity; donations to charities are after taxes, royalties, expenses and company requirements are deducted. We expect to be in a position to donate millions in the next couple of years to charity.
BF: Do you think that Entertainment Artists and other bold face names might select your company over another to introduce their products because of its charitable culture?
RH: At the heart of what we do, the end goal is to give back; we truly believe a company like this can thrive in this changing environment where the bottom line is not the top focus. There are plenty of Artists and top talent who share the vision of Give Back Brands and would want to partner with us to achieve this common goal of helping children worldwide.
BF: How do you select the charities that benefit from your products?
RH: All of the charities we donate to map back to one common cause—helping children. Ultimately, our vision is to donate the company’s profits to designated charities, including the favorite causes of the company’s celebrity partners. Together with the Artists and Entertainers we partner with, we aim to make a difference in the lives of children. In the case of SOMEDAY, Justin chose to donate the proceeds to two charities that are extremely important to him, Pencils of Promise and the Make-A-Wish Foundation.
The charities we have chosen at this time are: Pencils of Promise and Make-A-Wish Foundation.
Pencils of Promise: Education is the future of the world. Pencils of Promise builds schools throughout the world, particularly in poverty-stricken areas and trains young leaders to take positive action at home and abroad.
Make-A-Wish Foundation: When a wish becomes reality, joy becomes reality for countless children with life-threatening medical conditions. Make-A-Wish Foundation has given hope, strength and joy to countless children. From humble beginnings of one boy’s wish to become a police officer, they’ve evolved into an organization that grants a child’s wish in the U.S. every 40 minutes.
BF: How has the Justin Bieber fragrance helped to build the buzz for your company?
RH: The success of SOMEDAY by Justin Bieber has exceeded even our highest expectations. SOMEDAY
has launched to numbers that are nothing short of astounding, making this the single most successful
celebrity fragrance launch in history. The knowledge that all net profits will be going to charity is something that we are truly proud of and something our retail partners and consumers were excited to be a part of. SOMEDAY’s charitable aspect elevated an experience for everyone—Justin, us, retailers, and the consumers—that is typically purely transactional. Justin has truly made his mark on the fragrance industry, and we could not be more proud of this partnership.
BF: What other beauty categories beside fragrance lend themselves to your business model?
RH: Right now at Give Back Brands we are focused on fragrance. However, our business model easily lends itself to other skincare/beauty and fashion categories, and even outside of the fashion and beauty sector.
BF: Will there be more products to come in the Bieber portfolio?
RH: We have a long-term partnership with Justin; we will continue to work closely with him to develop products that are relevant to his fans. Justin has been intimately involved in the development of this project, and his goals align with ours in creating beauty products that will raise money for charity.
We couldn’t be more proud to have him as our first partner; it has truly been incredible. SOMEDAY by Justin Bieber has not only been the biggest selling celebrity fragrance, but it has brought massive exposure to our company and our mission. BF