Tuesday, July 17, 2012

Lady Gaga New Fragrance: 'Fame'

Lady Gaga has released the first ad campaign image for her new fragrance, called Fame. The scent will hit stores in late August/September.

Developed in partnership with Coty, Fame comes in a black bottle, 'black like the soul of fame'. The notes include: belladonna, incense, honey drops, saffron, apricot, sambac jasmine, tiger orchid.

The fragrance has a unique structure called the “push-pull technology,” where the ingredients mix together to highlight different olfactive aspects of each note, without any hierarchy. The scent is built on three main accords: dark, sensual and light. The dark accord was inspired by poisonous flower Belladonna and incense, evolving to a sensual, opulent accord of honey, saffron and apricot nectar. The accords of tiger orchid & jasmine sambac embody light and beauty.

Fame comes in 30, 50 and 100 ml Eau de Parfum

Lady Gaga joins a legendary cast of talent for whom Coty has created scents,” said 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.”

 “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,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “The soul of fame being black was the intellectual foundation of the color of the fragrance.”

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