Lady Gaga is in full promotion mode for her new fragrance "Fame."
“Fame is an illusion — if you really want it, anyone can have it,” Gaga told WWD. "Fame" is the name, but also the concept, of the fragrance.
“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,” said Renato Semerari, president of Coty Beauty to WWD. “She has her own ideas and very often they’re very interesting and challenging.”
The fragrance doesn’t come out in any form until next month (with the last of it not out until November) but you will start to see the ads very soon. Vogue, Harper’s Bazaar and Elle will all have the campaigns running by September, according to WWD.
“While Gaga and executives declined to comment on projected sales, industry sources estimated that the scent would achieve net sales globally of $100 million in its first year on counter, with at least 30 percent expected to come from U.S. sales,” said WWD. “While Coty declined comment on Gaga’s compensation, industry sources estimated that Gaga has been guaranteed a minimum of $15 million in royalties in a three- to five-year deal.”
Coty, the company producing the scent, is putting a lot into Gaga’s name. The department stories carrying the fragrance are just as excited.
“We think that Lady Gaga has got a huge following,” said Muriel Gonzalez with Macy’s. “She’s been so personally involved. It is going to be a huge advantage, because she is so involved with the project that she will be tweeting her fans, her Little Monsters.”
The original fragrance is coming out in late August, and there will also be a lotion and gel out in November. Lady Gaga herself tweeted on Monday that she will be debuting the new ad for the fragrance later today.
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