Fame Perfume by Lady Gaga: Expectations and Product Design
Lady Gaga’s Fame fragrance has high-expectations for becoming a smashing success. Gaga is creating a lifestyle with her music, collaboration collections with mega-brands including Barney’s New York (Gaga’s Workshop), and now with her Fame fragrance.
Gaga searched for a different, groundbreaking, and thought-provoking product to introduce to the market, and her little monsters. Haus Laboratories and fragrance licensee Coty ultimately created and will produce Fame.
Steve Mormoris, senior vice president of global marketing for Coty Beauty, further explains the meaning behind the product’s color to WWD, “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…The soul of fame being black was the intellectual foundation of the color of the fragrance”.
New territory was crossed, when special laboratories were created to concoct the product. Perfumers Richard Herpin, Honorine Blanc and Nathalie Lorson of Firmenich aided in creating the three major accords. The dark (belladonna inspiration), sensual (honey, saffron and apricot nectar) and light (tiger orchid and jasmine sambac) accords creates a fruit and floral scent with a dark twist of belladonna. Steve Mormoris has additionally been quoted for further explaining the inspiration behind the actual notes for the fragrance, “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.”
Gaga worked with Nick Knight to design the bottle form which is egg-shaped with a gold-claw-inspired cap. The form initially originated in 2011, when Gaga arrived at the Grammy Awards in an egg-like capsule. Three different sizes of Fame will be available for purchase; and the collection also includes: black soap, black shower gel and black body lotion. The product ad campaign is scheduled to run in glossy magazines beginning in September 2012. Moreover, industry sources estimated that the scent would achieve net sales globally of $100 million in its first year on counter.
Unexpected and unique, are terms to describe Lady Gaga’s story, and lifestyle products, as she continues to distort how society looks at the world, not only with her musical notes, but now her showstopping scent.
Image Above: Fameperfume. (Photo Credit: WWD/ Thomas Iannaccone)
Image Above: Gaga’s street style reflecting her latest perfume creation. (Photo credit: MTV)
Image Above: Gaga arrived at 2011 Grammy Awards in artificial egg and womb-like enclosure created by designer Hussein Chalayan. (Photo Credit: celebritysmackblog)