On June 23, thousands of hyperventilating girls besieged the Manhattan Macy’s (M) at Herald Square. They’d come to see Justin Bieber—and buy his new perfume, Someday, which now holds the world record for the most successful celebrity fragrance launch of all time. “I’m old enough to have been around when the Beatles came to Shea Stadium, and the women were screaming and crying,” says Robert Hollander, president of Give Back Brands, the nonprofit company that developed Someday. At Macy’s, he says, Bieber drew “a sea of women as far as you could see.” Someday, which retails for $55 and was developed by Honorine Blanc of Firmenich, incorporates notes of mandarin, pear, berries, and so forth, and grossed $3 million in its first three weeks. Flanking products include hair mist and body lotion.
LIMITED-TIME OFFER SUBSCRIBE NOW