With the 'Prince of Pop' Justin Biever performing at this weekend's Summertime Ball, The Perfume Shop has prepared special 'Extreme Justin Bieber SOS packs' for some of its key stores.
The exclusive pack - which will include tissues and Bieber lollipops - has been developed following strong sales of his debut perfume, Someday. The female scent was launched in September 2011 and came top out of 12 other perfumes, resulting in a third of overall celebrity scent sales for 2011.
Key stores including Westfield Stratford, Bluewater and White City will also be decked out with Bieber cut outs, scented posters, masks and balloons.
Michelle D'vaz, national advertising and PR manager, said: "Bieber fever is still going strong. Someday had an incredibly successful launch and continues to be a top seller. We wanted to celebrate with our shoppers ahead of his visit to the UK and look forward to meeting all the young Beliebers in stores this weekend."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.