Copenhagen. April 2013. Justin Bieber is on a set, filming the promo spots and ads for his new fragrance The Key. He also revealed the smoldering print ad for his latest ladies scent.

The fragrance is coming July 15 -- so relax, people, it'll be in stores before you know it. In this footage, the singer lets Beliebers in on the process as he gets all done up for the shoot.

There's footage of Biebs talking to and hanging out with the (lucky) extras and models on set. Also featured: A faux tiger, gold chains, owls, and keys. What's it all about? Guess we'll have to wait to unlock what Biebs and The Key have in store for us.

As for that print ad, whoa! The Biebs really is becoming a handsome young man, and this image certainly demonstrates that fact. There's also an attractive girl sprawled out on a bed in the background while The Biebs strikes a teen idol pose. Again, that's even more evidence of his young manhood.

All of these elements suggest that The Key will be the most "adult" fragrance in The Biebs' perfume portfolio, which includes Someday and Girlfriend.

Watch Behind-the-Scenes Footage of Justin Bieber The Key Shoot