is tapping into Justin Bieber’s star power, signing on to be the official cosmetics partner of the popstar’s Believe” Tour 2013.
The brand will accompany the 18-year-old Bieber across the US and Europe, touching up the make-up of young fans at selected concerts. Plus, essence will offer ticket sweepstakes and exclusive meet-and-greets with Bieber. The brand will also release a limited Trend Edition and support charity projects of the young singer.
essence has described the partnership as a successful combination”, with the brand and Bieber sharing a similar type of fan base.