17-year-old Canadian heartthrob Justin Bieber wants you to buy his new perfume line called Someday , and when you do all net profits “after taxes, royalties, expenses and company requirements are deducted” will go to Pencils of Promise, a school-building charity and the Make-A-Wish Foundation.
Bieber’s promotional partner for Someday, a New York outfit called Give Back Brands , promises to donate its Someday profits to “restoring after-school programs” and “school food programs.” Someday appears to be Give Back’s only product right now.
But this isn’t just a straight transactional cause marketing promotion. Instead, Bieber has split the middle between a straight-ahead cause marketing promotion and an all-benefits brand of the type that Rachael Ray uses in her dog food line called Nutrish.
It’s hard to say whether or not Bieber is making any scratch on this deal. Royalties is one way celebrities make money from endorsements. But I’m willing to give him the benefit of a doubt.
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