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Justin Bieber

Justin Bieber's new fragrance ad.
Photo: Justin Bieber's Facebook

I was JUST thinking about how it had been a while since Justin Bieber unleashed a new fragrance unto the world, and lo and behold, here we are with a brand spankin' new scent. At least, I think so. Biebs announced the release of Collector's Edition (*whispers* the new fragrance for her) via Facebook yesterday (June 18), which would normally send me flying, legs spinning like Wile E. Coyote, to the nearest Macy's to pick this up. It's just... I know that ~technically~ the fragrance is new. The combination of notes isn't one we've seen by JB before. But the look of the bottle is just SO close to The Key, and I'm pretty sure that photo is from the original Key shoots.

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madonna

So smooth, that Bieber.
Photo: JustinBieberSomeday's YouTube

Justin Bieber released the short film for his new fragrance, The Key, this weekend—and from what we gather, once you purchase said perfume, the Biebs has full license to break and enter your room without any legal implications. Don't say we didn't warn you. Of course, if you like the idea of Justin waking you up at 3am on a Tuesday to go look at taxidermied animals and dance on a rooftop, then you're in luck. Maybe still sleep with a bat under your bed just in case, though. JK! No need to be scared. Justin Bieber will only sneak into your room to do fun things, according to his film.

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Justin Bieber

The poster for Justin Bieber's The Key short film.
Photo: Justin Bieber's Twitter

Up until now, the promo surrounding Justin Bieber's latest fragrance, The Key, involved silk sheets, sleeping, and a key. With the release of seemingly inexplicable The Key alarm clock app, we came to the conclusion that the entire campaign revolves around Bieber unlocking your door as you sleep and visiting you (IRL/in your dreams) and waking you up (hence the alarm clock). Today, Bieber tweeted a poster for a "short film" he's releasing for The Key. The perfume bottle and silk sheets are on the bottom half of the poster, but the top half introduces an entirely new element into the campaign: a girl who is not asleep, dreamin' of Bieber, but awake.

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Kanye West

Screenshots of Justin Bieber's The Key Fragrance app.
Photo: EA Fragrances Co.

Just when you thought it was quiet out in the beauty/style space for Justin Bieber (well, save that very relaxed adidas NEO campaign and Zach Galifinakis ragging on his hairstyles), KidRauhl has just reinvigorated interest in his latest (third) fragrance, The Key. Not with new campaign images or another fancy hotel-set commercial. Nope. He released an app. More specifically, an alarm clock app. For his fragrance. Does this compute?

If you're a little lost, we don't blame you. Sleep and perfumes don't often (ever?) go hand-in-hand. The rationale, we believe, is that the entire fragrance campaign has revolved around the idea of Bieber somehow unlocking your bedroom door (y'know, with The Key) to visit you at night. Whether that's in your dreams or IRL is left ~up to the imagination~.

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Justin Bieber

A still from Justin Bieber's The Key fragrance commercial teaser.
Photo: kidrauhl's YouTube channel

Happy Key Day, Beliebers! Today is the day you we can finally lay our grubby paws on Justin Bieber's newest, most *achem* adult perfume to date. If you were following the countdown, you were probably glued to the scent-specific justinbieberthekey.com URL at promptly noon EST today, only to be met with a static image accompanied by a forlorn tweet from Biebsy himself, assuring fans there was more to come from The Key today. Scooter Braun, the man behind the Bieber, also encouraged peeps to "stay tuned to that site," so naturally, we obliged. And accordingly, we were rewarded.

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Justin Bieber

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.

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Justin Bieber

A still from Justin Bieber's The Key teaser video.
Photo: Justin Bieber's Facebook

Beliebers, gird your loins. It may not be #heartbreaker (yet!), but Justin Bieber DID put out a different kind of release: a teaser video for his newest fragrance, The Key! As you may recall from the new eau de parfum's initial announcement, Bieber's third fragrance seems to be the most mature of the bunch, described as "energetic with a sexy splash of sparkling freshness" and pictured on suggestive black satin sheets. The video only shows sneak peeks and behind-the-scenes footage, but from what we can see, the bed-related imagery just keeps coming.

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Justin Bieber

Justin Bieber's new fragrance, The Key.
Photo: @JustinBieber's Instagram/Courtesy Photo

Ohhhh SNAP. Beliebers, how are we doing? We know most things come to a screeching halt when Justin Bieber drops an announcement bomb like this. I'm referring, of course, to Biebsie's grand Twitter reveal of his brand new, forthcoming third fragrance, The Key. Justin uploaded a snap of the opaque white bottle laying on a strategically zhuzhed sheet of black satin and next to a light pink rose barely in-frame. Accordingly, the Bieber Army erupted with excitement. At press time, Justin's cryptic "#whatiskey" tweet has garnered more than 35,000 retweets and the number just keeps growing.

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Featured Comment

I love these two as a couple. What a festive way to celebrate two important events in their life. Mariah looks like a dream.

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