It was only a few weeks ago now that we reported on the flurry of rumours about Lady Gaga’s long-awaited fragrance which is said launching in September this year. For starters, we heard that the scent is called Fame and will not smell like blood and semen as originally reported, but rather like an expensive hooker instead. Blimey!
The fragrance is also set to be the very first black eau de parfum, once airborne transforming into a clear liquid and promising to deliver “a true metamorphosis when worn on skin.” You may be less than surprised to hear that there is none of that typical top, middle and base note stuff with this one; instead it relies upon on “push-pull technology,” whereby the ingredients interact harmoniously together and are free from any hierarchy. All very high brow stuff!
What we didn’t know at the time was that these snippits of information had actually come from a US magazine editor who had leaked a photo of the outer bottle and its packaging along with its name via Twitter. Naughty!
Understandably, the star was less than amused by the premature reveal, tweeting on Wednesday: “Looks like photos of my perfume are being leaked. Oh you fashion editors, I could just crinkle my hands at you!” Eeek. Can you imagine the horror of receiving a public bol****ing from The Gaga herself?
This week the senior, important types at Coty have been speaking out about Gaga, her new fragrance and the creative process behind its production. Intrigued? Of course you are…Check out their sound-bites below.
Bernd Beetz, chief executive officer of Coty Inc: “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.”
Renato Semerari, president of Coty: “She is an artist that is never satisfied with the status quo — she always has this way of challenging everybody and trying to do something more, something different…She’s always thinking, Can we do more?’
Steve Mormoris, senior vice president of global marketing for Coty: “It is the first-ever black eau de parfum and we use language like ‘black like the soul of fame but invisible once airborne,’ which makes the fragrance an allusion to the dark side of fame, the price of fame and the narcissism of fame.”
Steve Mormoris: “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. 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."
Goodness, sounds like a work of art. Will you be giving this one a go?