Justin Bieber has released a teaser video for his new fragrance The Key.
“In case you were wondering… #thisiskey,” the teen star tweeted on Monday to announce it.
It’s a brief tease, all of 20 seconds, but strongly suggests a sensuous shoot to come.
Shot in April in Copenhagen, the surround — a row of keys on a table, rumpled sheets, a bellhop uniform, neutral furniture, and a stuffed owl (why?) — points to a swanky hotel scene.
Bieber is seen pouting next to a brunette female who wears a black cocktail dress, while he dons a white vest and smart, black jacket.
It’s a long way from the Peter Pan sky kisses of 2011’s Someday and sweetheart date of last year’s Girlfriend, and the teaser is in line with a more “mature” campaign for the singer’s third fragrance.
Considering those who want The Key can already buy it at Macy’s, it seems odd we’re only at the teaser stage but perhaps more merchandising is planned for the scent’s big release.
Announced last month, the official description of the Justin Bieber The Key Eau de Parfum reads:
“… 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.”
The 19-year-old previously explained the key motif was chosen by him for its powerful symbolism. Apparently it’s his way of sending an “uplifting and positive” message to his fans to believe in their dreams.
Meanwhile, plans for Bieber’s other anticipated release — his upcoming single “Heartbreaker” — are moving along.
Following his recent Instagram captioned with the same name and also starring on-again, off-again gal pal Selena Gomez, yesterday the Canadian posted a message on Twitter saying he was in the studio putting the finishing touches on the single.
The busy Canadian will also be reprising his 2011 hit movie Never Say Never with a spanking new 3D concert movie at some point this year.
Manager Scooter Braun, who’s been talking up Bieber’s music-movie dual whammy says they hope the new output will end the [tabloid] “witch hunt,” allow the singer to “speak for himself,” and thank the fans for their loyalty and devotion.
Does The Key teaser whet your curiosity for more, or leave you yearning for a more innocent time when pop stars knew nothing of fragrance brand deals?