Details about Lady Gaga's long-anticipated perfume are finally rolling in, and Mother Monster's new scent does not, as promised, smell like "blood and semen," but like a "fruity floral focused around belladonna." What a letdown!
Developed in partnership with Coty, the self-described "fragrance powerhouse," Gaga's new product launch, called Fame, is expected to earn $100 million in its first year, combining US and international sales. For the record, that's a lot of money! — but in a conversation with WWD, Coty exec Steve Mormoris said, incomprehensibly, that the product “will never be a mass-market fragrance.” Fame will be available at the following stores: Macy’s, Bloomingdale’s, Saks Fifth Avenue, Sephora, Ulta, and J.C. Penney. An ad campaign for the fragrance will run in Vogue, Harper’s Bazaar, and Elle. There's even a TV spot in the works.
Most of the quotes in the WWD report read like a drunken dorm convo teleported into a boardroom: “The soul of fame being black was the intellectual foundation of the color of the fragrance.”
All this pseudo-intellectualism is, of course, right up Lady Gaga's alley who is, as Mormoris notes, "quite poetic, she references modern art a lot and of course music, and she has a very distinct aesthetic sense, so she’s really looking for a high-quality crafted product that expresses who she is as an artist." Okay, sure: Lady Gaga is an "artist" who creates "high-quality crafted products" to express herself and Fame "will never be a mass-market fragrance." Mormoris is using a version of the English language devised in some alternate dimension, where words have no relationship to reality. "There’s nothing commercial about [the fragrance] except it’s intending to be commercial, which is harder to do — but in the end, the rewards are greater.” Get it? There's nothing commerical about Lady Gaga's new scent except that it was developed specifically to be bought and sold on the commercial market, so really it is actually the definition of commercial.
For what it's worth, the perfume actually does sound pretty cool. Fame is the first black eau de parfum, and it comes out invisible when you spray it. Gaga came up with the idea for the 100 mL bottle's eggy shape (pictured above) while she was hanging out in that egg at the Grammys last year. The fragrance will be available in three different sizes retailing from $42 to $79 (and a $19 rollerball), but only the priciest version, titled Ultimate Masterpiece, will come packaged in the ovoid bottle.
Image via WWD