The Key

Justin Bieber and Elizabeth Arden introduce Justin’s third fragrance.

Global phenomenon, singer song-writer Justin Bieber continues to take the pop music scene by storm as he tours the globe on his sold out tour, electrifying millions of dedicated fans all over the world. 

Once again rising to the top of the charts, Justin has scored a number one album in 17 countries, sold over 17 million albums, attracted an awe-inspiring 53 million Facebook fans, and is the most followed person on Twitter, with over 38 million followers.  This massive appeal was the catalyst driving the unprecedented success across Justin’s endeavours outside of the music world, including his fragrances SOMEDAY and GIRLFRIEND.  Justin is the first, and only, artist to have the #1 celebrity brand at retail two years in a row, breaking new ground in the category.

Ready to change the game once again, Justin announces the launch of the third fragrance in this winning franchise, along with its ground-breaking inspiration.

“My fans mean everything to me and, whether it’s through music or fragrance, I always want to find new and different ways to connect with them.  My fragrances are my way of sending out a positive message, reminding those who support me how much I love them.  THE KEY means a lot to me, it’s a symbol that started with my team, reminding us to “believe”, and it’s evolved into a part of my tour.  I’m really excited about this new fragrance since I get the chance to share this key with all my fans.  THE KEY not only unlocks the possibilities of their dreams, but it will unlock a personal side of me they’ve never seen before - bringing us closer than ever.” – Justin Bieber

THE INSPIRATION
Justin’s new fragrance unlocks the next chapter of the story and continues the unprecedented relationship between Justin and his millions of fans.  The new brand unveils the third piece of the puzzle, through a ground breaking campaign fueled by unmatched fan engagement.

THE KEY channels Justin’s authentic voice that inspires his millions of dedicated fans to believe – to believe in themselves, to believe in their connection with Justin, and most of all, to believe that their dreams will come true.  THE KEY not only fuels the power of these dreams between Justin and his fans, but unlocks the door to ultimately bring them together.

THE FRAGRANCE
Energetic with a sexy splash of sparkling freshness, the luminous fruity floral musk fragrance awakens the senses with a burst of juicy fruits, while the heart blooms to unveil a bright bouquet of sheer floralcy.  The creamy dry down blends sensual musks and exotic precious woods with decadent notes of vanilla that will leave you dreaming for more.

REAL
Top Notes: Juicy mandarin, crisp pear, boysenberry and sweet osmanthus blossoms

PERSONAL
Mid Notes: Pink jasmine, water lily and peach nectar

CONNECTED
Base Notes: Luminous musks, precious woods and vanilla, with just a touch of raspberry cream

THE PACKAGING
Inspired by Justin’s appreciation of cutting edge fashion and technology, the packaging is modern, fresh and true to Justin’s authentic style.

The bottle features a modern, high gloss white finish accented by bright gold reflective accents and a weighted key charm.

The key represents an authentic symbol from Justin to his fans, reminding them to always believe.  The key charm itself is embellished with sparkling stones and can be removed and worn.

The carton is vibrant and energetic, featuring a bright gold graphic of falling keys - empowering fans with the ability to believe, where they will find all the dreams yet to be unlocked.

THE COLLECTION
Eau de Parfum Spray 30ml  RRP$65
Eau de Parfum Spray 50ml  RRP$90
Eau de Parfum Rollerball 10ml RRP$31