First Look: Justin Bieber’s The Key Fragrance Campaign Image

Justin Bieber’s The Key fragrance hits stores July 15.
Photo: Justin Bieber’s The Key

I think it’s finally safe to say that, when it comes to Justin Bieber’s newest fragrance The Key, you can forget everything you knew about JB’s previous perfumes. Forget the Peter Pan references and ice cream sundaes of Someday. Forget the acoustic guitar serenades, poolside texts, and popcorn fights of Girlfriend and its first-person perspective commercial. This is The Key, the new fragrance for her. We sort of emptily joked about the sexy verbage of the OG Key press release—senses “awakening,” “bursting,” “blooming,” “sensual musks,” and “notes of vanilla that will leave you dreaming for more”—but the more we see from The Key’s campaign, the more we’re realizing that we weren’t that far off.

Between the black satin sheets in that first image of the bottle that Bieber tweeted out last month and this new promo image, The Key looks pretty dark and moody. Justin wears that textured black blazer that we saw him wearing in the behind-the-scenes video and a model in a black camisole/nightie does her best Fiona Apple circa “Criminal” with a solo spotlight on a rumpled white comforter. The suggestion is: this is Bieber giving ladies the chance to cop the key to more than just his heart. Like, you know… *wink wink, nudge nudge* Maybe his hotel room? Here’s hoping it has a bathroom.

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