Not only can you aspire to sing, dance, and dress like Lady Gaga, soon you’ll reportedly be able to smell like ‘The Poker Face’ singer, too.
AOL News reports that perfume company Coty Inc., the leading global beauty company, announced that it has signed the pop star Lady Gaga to develop and market her first-ever signature fragrance.
Coty Inc. has created celebrity fragrances for Kate Moss, Jennifer Lopez, Sarah Jessica Parker and Beyonce. So, she’s probably in very good hands.
The company hopes the new fragrance being associated with music pop superstar will produce the most attractive aroma of all: the smell of money.
Having sold more than 13 million albums and 52 million singles worldwide, Lady Gaga is a formidable force in the music industry.
She is the first artist in history to claim four number one hits from a debut album (“Just Dance,” “Poker Face,” “LoveGame,” and “Paparazzi”), however, she is better known for her larger-than-life persona than for her music.
For instance, she caused a major scandal when she wore a Franc Fernandez-designed dress, made of real meat, to the MTV Video Music Awards this September.
“Lady Gaga’s universal appeal makes her a subject of fascination. A force like no other, Lady Gaga is explosive, provocative and sexy, three traits which pave the way for an extraordinary fragrance experience for consumers,” said Coty Inc.’s CEO Bernd Beetz about new fragrance.
The yet-to-be-named fragrance line is expected to launch in spring 2012, and Lady Gaga will be creative director with the help of her Haus of Gaga team.
Although the casual observer might consider celebrity fragrances to be quick cash-in deals, fashion writers say that’s not always the case, especially in recent years.
“I think Jennifer Lopez really changed things,” said Sadie Stein, a contributing editor for Jezebel.com. “She had a good scent and it was not just a novelty. Plus, she had a big hand in it. Same with Sarah Jessica Parker. I expect Lady Gaga will also be involved.”
Sadie Stein thinks the market of people who want to smell like Gaga is potentially huge. She said: “She has a loyal and devoted fan base and, of course, there’s a lot of gender-bending, so maybe it could cross over to gays.”
Beauty blogger Risi-Leanne Baranja says Lady Gaga could use the fragrance to remain in the public eye (and nose) even during down periods.
“Even when J. Lo doesn’t have an album or a movie, she puts out two fragrances a year – the industry term is ‘flankers’ – because they support the original brand,” Baranja said. “People look to her for style and she looks like she’d actually wear them.”
Baranja doesn’t know whether using the term “Gaga” on a perfume bottle will have a negative effect, either from consumers or journalists with senses of humor that never evolved from kindergarten. However, she suspects the marketing campaign will take this into consideration.
“I imagine they’ll do focus groups on various names to see whether her name or a song title works best,” Baranja said. ” ‘Paparazzi’ seems like a natural title.”
Coty Inc. is the world’s leading manufacturer of personal fragrances in both the mass and prestige markets with more than $1.7 billion in annual net sales.
Originally founded in 1904 by Francois Coty in Paris, the company boasts an extensive pop star stable, which includes signature perfume lines by Jordin Sparks (Because of You), Gwen Stefani (Harajuki Lovers), Beyoncé (Heat), and Jennifer Lopez (Glow, Live Luxe, Love & Glamour).
Lady Gaga has more than 22.7 million fans on Facebook – thought to be the greatest number for any living person – as well as 7.1 million followers on Twitter, which outstrips even the U.S. President Barack Obama’s 5.9 million.