It's been a few weeks now since Lady Gaga's perfume Fame was leaked, but thankfully for her PR team. excitement for it hasn't waned. Coty, the makers of the perfume, have given WWD a little more information on the black-coloured scent and the campaign that'll go with it.
"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's not only the colour that's unusual - there are surprises aplenty (as you would expect) including that the the structure of the fragrance is completely different from how they usually work - instead of having the 'pyramidal' note structure (with a top, middle and base) "It has a trampoline structure," said Mormoris. "Notes are rising at different rates that are quite random. Some accords will come out if you rub it, other accords will come out later. It has random propulsion and doesn't have a classic linear drydown. We call it push-pull, and it will smell different on different people. There is a different volatility for different notes, and they're of differing strengths. They work together harmoniously, but then they undergo metamorphosis on the skin, so you're constantly surprised."
And we were right about the idea for that egg shaped bottle - it's a Grammy reference.
"Lady Gaga conceived this egg idea back at the Grammy Awards where she came out of an egg, so it's symbolic," said Mormoris. "The [bottle] design is simple and elegant and has a prestige feel and look, but it has symbols that are disruptive and [so] her. It's not of the moment and trying to shock you, but a very eternal, timeless classic fragrance message because Gaga saw this as part of her artistic legacy."
Plus some campaign news: Lady Gaga will star in a three-minute feature film promoting the scent. That'll be something.
And a last word from Zeitgeist In a Bottle (or Gaga)? "Fame is an illusion - if you really want it, anyone can have it," she told WWD. Well we definitely can now!
