Lady Gaga’s Fame Perfume Expected to Draw $100 Million in Global Sales
Lady Gaga's Fame perfume is due at the end of summer (in late August or September) and the marketing team behind the scent is moving full steam ahead. They also have a secret weapon to help promote the black liquid scent, which has a trampoline structure, meaning notes rise at different rates, as opposed to pyramidal, with bottom, middle and top layers, like most scents boast. Their big gun is Gaga herself. She is expected to tweet about and promote the scent and help push it to $100 million in global sales its first year on counters.
Gaga told beauty and fashion trade WWD that "Fame is an illusion — if you really want it, anyone can have it,” in an email.
One of the execs on the team, Bernd Beetz of Coty Inc., said, "Gaga’s launch represents my personal credo brought to life: Innovate or die! Absolutely everything about this launch is innovative, from the bottle, to the juice, to the lady herself ... She’s zeitgeist in a bottle.”
So when it comes to fragrance, Gaga, like her promo team, is Darwinian with her evolve/innovate or die stance!
Another Coty higher up said, "This is a very stimulating partnership; and she’s pushed us with her ideas, we’ve come with our own ideas — and the combination of the two is very valuable.”
The scientific process was not easy when it came to carrying out the Mother Monster's rather unusual and unconventional wishes, and the company ended up creating proprietary new technology in order to create a perfume that was black in color while encased in the bottle yet invisible on skin.
The fragrance team termed Gaga as "intellectually curious" and wanted to see what she could do that is unique.
“Lady Gaga talks about how her music has a sweet center and a dark shell, and a lot of her music has refrains that have a rough passage that go toward a sweet-spot melody in the middle,” said a team member. “She referenced that a lot and we tried to capture this type of duality in the fragrance, with the incense and something sweet like apricot."
Lady Gaga Fame will be carried at 3,000 retail locations in the U.S., with Sephora, Macy's and Saks Fifth Avenue among them.
Watch the Lady Gaga 'Edge of Glory' Video