Justin Bieber announced on November 5, 2010 that in addition to his tween-targeted fragrance line of wristbands and dog tags which will arrive in Silicon Valley on Black Friday, he will also launch a women’s fragrance through upstart company Give Back Brands Inc. Give Back Brands Inc. was designed in order to design and develop products which can help raise money for charity.
The first product Give Back Brands Inc. will launch is Justin Bieber’s women’s fragrance. Justin Bieber’s women’s fragrance will hit store shelves in Silicon Valley during the summer of 2011. According to Women’s Wear Daily, Justin Bieber issued this statement in regards to his collaboration with Give Back Brands on November 4, 2010: “The idea that I can create an amazing fragrance that I love, and actually give back to a charity that matters to me at the same time, was an opportunity I couldn’t pass up.”
The president of Give Back Brands, Robert Hollander, has worked with celebrities in past when he held the COO position for Elizabeth Arden. Hollander knows how valuable celebrity marketing in the fragrance market can be; therefore, he felt Give Back Brands could raise money for charities as opposed to shareholders.
Although Give Back Brands Inc. is a for-profit company, the portion of sales which will be directed towards charity is the portion other for-profit companies traditionally pay out to investors and stockholders. Give Back Brands Inc. has positioned itself as a hybrid between a not-for-profit and for-profit. Celebrities who create and market products through Give Back Brands Inc. will be able to choose the charity that their products benefits.
For more information on local charity news, please visit my San Jose Charities column.
Source: WWD
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