A Bieber Fragrance Fever?

Teen singing sensation Justin Bieber is entering the fine fragrance scene by taking a novel approach to product delivery. He’s teamed up with Etoile Nation Beauty to introduce wristbands and dog tags infused with a unisex fragrance called My World. The scented accessories are slated to launch in Wal-Mart stores on Black Friday.

And more might be on the way. Michael Ferrara, president of Etoile, insists “This Justin Bieber juggernaut is never going to end. Justin is a total grassroots phenomenon.”

Bieber, his manager Scooter Braun and Universal Music Group, which owns Bieber’s record label Island Records, are partners in the new venture. The fragrance, named after the singer’s current tour, is embedded into a patented resin technology designed to hold the scent for at least one year.

“The resin delivers the scent in a way that is every bit as good as a juice,” said Ferrara, who prior to Etoile was a senior marketing executive at Coty Inc.

Now, with a fragrance deal in his back pocket, could a hair contract be far behind? After all, Bieber’s locks have been on the cover of celebrity magazines for months and even New England Patriots quarterback Tom Brady sports the look.

According to Bieber, styling is easy: shampoo, condition, blow dry, a shake of the head and “no product.”

Hmmm, he may be a phenomen, but it will be hard for even Bieber’s entourage to build a collection around nothing!