Justin Bieber has unveiled a teaser video for his latest fragrance The Key.
Announced last month along with an image of the white columned bottle with gold detail and a key accessory, a teaser and a shot of the April Copenhagen photoshoot for the eau de parfum has now been released.
“In case you were wondering… #thisiskey,” Bieber tweeted on Monday to announce the clip.
It’s a brief tease, but strongly suggests a sensuous shoot to come that’s in line with a reportedly more “mature” campaign than previous scents Someday and Girlfriend.
In the video, the pop star is seen on a sun-drenched rooftop before the scene cuts to what look like a props for a swanky hotel room shoot — a row of keys on a table, rumpled sheets, a bellhop uniform, neutral, vanilla furniture, and, er, a stuffed owl.
Bieber is seen pouting next to a brunette female wearing a little black dress, while he dons a white vest and smart, black jacket
The Key fragrance is already available to buy online at Macy’s but the big release date is July 15.
To remind potential buyers of that, a countdown image which looks exactly like the key used at Bieber’s Believe tour shows has also been unveiled.
The 19-year-old previously explained that he chose a key motif for its powerful symbolism. Apparently it’s his way of sending an “uplifting and positive” message to his fans to believe in their dreams.
“Energetic with a sexy splash of sparkling freshness,” reads the official description of the fragrance.
“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.”
Meanwhile, plans for Bieber’s other anticipated release — his upcoming single “Heartbreaker” — are moving swiftly along.
Following his recent Instagram captioned with the same name which showed him in a friendly with on-again, off-again girlfriend Selena Gomez, the Canadian star recently posted a message on Twitter that he was in the studio putting the finishing touches on the single.
Bieber is currently touring North America on his Believe world tour and is set to play the Nationwide Arena in Columbus, Ohio on July 12.