One Direction are going to have a bit of competition in the world of celeb fragrances this summer as Justin Bieber has announced that'll he'll be releasing new perfume, The Key, for you to dab all over your bits and pieces in July. It's not his first foray into the world of smellies though and it's set to be the third in the line of fragrances he's released, following hot on the heels of fruity, floral scents Someday and Girlfriend.

Justin Bieber unveils new perfume The Key

Image: Twitter

Revealing the bottle on Twitter, Justin has gone for a sleek, white shape and from the sound of things, he's been locked in a lab, sniffing and mixing for the last few months and has come up with something a bit different for The Key.

It's hard to describe a smell, but his team of bigwigs have given it a go anyway and according to the official announcement, the fragrance is: “Energetic with a sexy splash of sparkling freshness, 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.”

That sounds a bit like it could smell of absolutely anything to us, but from the description we're taking juicy fruits, cream and wood as the big 'uns. So presumably the inspiration was the scent of a Juicy Fruit chewing gum milkshake with a side of old bookcase thrown in.

justin bieber

Image: WENN

Don't know about you, but it sounds like they're onto a winner to us.

What do you think? Excited to rub the Biebs on yourself?

Comments please...

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