He already has the key to his fans' hearts, and now Justin Bieber has released a video teaser for his new fragrance The Key, which hit department stores this month.
Filmed in April, the 20-second clip features Bieber in a photo shoot, showing behind-the-scenes action: Justin walking in the sunlight on a beautiful Copenhagen morning, models in hair and makeup, Justin posing with a model, an owl perched by his bed, a flash of a life-size tiger, the singer in a shirt and blazer (let's hope the final product shows him in no shirt at all).
While the film art may be a little cryptic, his one line in the teaser says it all: "My new fragrance is the key."
The scent is described as a mixture of spicy fruits and musky florals with notes of exotic woods and vanilla. A preview of the fragrance bottle was released in June (revealing a sleek white design and golden key attachment), and noted the scent's direct connection to fans in the release, reminding Beliebers to: "always believe in themselves, in their connection with Justin, and most of all, to believe that their dreams will come true."
Justin is currently on his Believe tour, set to perform tonight in Chicago. He's been keeping active on Instagram, setting Twitter into a frenzy with abtastic selfies.
A photo of him and on-and-off girlfriend Selena Gomez cropped up on Instagram on the Fourth of July, showing the pair getting cozy in oversized sunglasses. A source revealed that although they're not back together, the two are trying to be friends.
What do you think of Justin's fragrance teaser?