Lady Gaga’s debut Fragrance called “FAME”
Lady Gaga’s debut perfume called “FAME” is set to be released in September this year. Gaga’s first fragrance, released through the artist’s own Haus Laboratories in association with Coty, is the latest breakthrough expression of her creativity.
Gaga requested herself to make her fragrance go on sale in Japan earlier than in any other country. It went on sale in Japan on August 1st, a month earlier than its worldwide release. Check more info about this event here.
“FAME” perfume is now available to buy in Macy’s Store in the United States! Check out Macy’s webiste to buy your bottle of perfume, gel shower, bath soap and more stuff from the collection: j.mp/gagamacys
Photo from Haus Laboratories of Le Masterpiece FAME: the premiere edition my fragrance, cap is solid metal not plastic twitter.com/ladygaga/statu…
— Lady Gaga (@ladygaga) July 8, 2012
There are 2 versions of fragrance. One is more affordable. The other is Le Masterpiece, larger bottle, metal cap & eau de parfum. My baby!
— Lady Gaga (@ladygaga) July 8, 2012
“FAME” eau de parfum will be offered in three sizes . The Ultimate Masterpiece 100-ml tetails for $79,. The Ultimate Masterpiece is Gaga’s “pure vision” for her scent brand, complete with a heavy, clear glass, egg-shaped bottle and a weighty gold-claw-inspired cap, and a number of doors will be carrying that size exclusively.
While the 50-ml. is priced at $55 and the 30-ml. will cost $42. A 10-ml. rollerball version will sell for $19. The smaller sizes are said to be intended to make the collection financially accessible to all of Gaga’s fans.
The collection for “FAME” will also include three ancillaries. Black Soap for $15, it will be out in August in limited distribution, while a black shower gel for $25 of 200 ml., and a black body lotio for $30 of 200 ml., will be on counter in November.
Gaga collaborated with fashion industry legends in the creation of her perfume, “FAME”. The bottle was designed in collaboration with Nick Knight who has worked with Gaga several times. Gaga and Nick conceived this egg idea for the perfume bottle back at the GRAMMYs Awards where she came out of an egg. The commercial campaign was directed and photographed by Steven Klein also the director of Alejandro video. Lady Gaga’s song Scheiße is set to be the background music for the commercial.
Lady Gaga has released some trailers from the official commercial that she will release on September 13th during the party/launch event in the US at the Guggenheim Museum in New York to introduce the scent to the media. Watch the trailers that were already aired on TV below:
Promotional pictures shot by Steven Klein for “FAME” Perfume
Lady Gaga released two short film of called ”FORMULATION” and “THE SOURCE” by Todd Tourso, Reggie Know, Rob English, and Kenneth Robin for Lady Gaga’s new perfume. It’s a vintage film in French subtitled in English what shows the laboratory where the perfume was created and some details of the flowers that were used for the scent.
Crushed heart of tiger orchedia
With a black veil of incense
And the combinative essences
Of saffron and honey drops
The ad campaign, which will begin running in September fashion, beauty and lifestyle magazines including Vogue, Harper’s Bazaar and Elle, was shot bySteven Klein and includes double-page spreads and single pages.
TV is in the plans, and Klein also worked with Gaga to create a three-minute long feature film, promoting the scent, which will appear online in the U.S. While executives declined to comment on advertising and promotional spending, industry sources estimated the warchest at about $30 million globally in the scent’s first year.
”Gaga is also scheduled to make personal appearances in promotion of the scent globally, with retailers and timing still being planned. Gaga will also host a party Sept. 13 at the Guggenheim Museum in New York to introduce the scent to the media.” - ”Lady Gaga ‘Fame’ will be carried in about 3,000 department and specialty stores in the U.S. — including Macy’s, Bloomingdale’s, Saks Fifth Avenue and Sephora — and in about 30,000 doors in total globally in 84 markets. In the U.S., the scent will enter what Mormoris calls tier one department stores (such as Macy’s) first, followed six months later by tier two doors such as Ulta and Sephora in J.C. Penney locations. Mormoris emphasized that the scent “will never be a mass-market fragrance.”
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. 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. Lady Gaga’s FAME will be carried in about 3,000 department and specialty stores in the US and 30,000 doors in total globally in 84 markets and it is expected to draw $100 Million in global sales!
Find more information about the ad campaign here.
· Lady Gaga’s official website, ladygaga.com published:
Multi-platinum and Grammy Award-winning artist Lady Gaga announced today the worldwide release of her first fragrance, LADY GAGA FAME, in September 2012. Gaga’s first fragrance, released through the artist’s own Haus Laboratories in association with Coty, is the latest breakthrough expression of her creativity.
Bound to surpass all norms and standards in the fragrance industry with its innovative technology, LADY GAGA FAME is the first ever black Eau de Parfum that sprays clear and becomes invisible once airborne. The black-to-clear fragrance is a fantastic innovation of patent pending fluid technology, exclusively launched with LADY GAGA FAME. Gaga collaborated with fashion industry legends in the creation of LADY GAGA FAME: the bottle was designed in collaboration with Nick Knight,and the ad campaign was directed and photographed by Steven Klein.
The innovations in LADY GAGA FAME go beyond the black-to-clear fluid: theolfactory structure itself is also very rare for the fragrance industry. Traditionally, perfumes have a pyramidal structure – a hierarchy of sorts with top, middle and base notes. This fragrance, on the other hand, has a unique structure called the “push-pull technology,” where the ingredients interact together to highlight different olfactive aspects of each note at the same time, without any hierarchy. All of the notes were crafted to work together harmoniously thanks to the complimentary properties of each ingredient, which allow for a true metamorphosis of the scent when worn on skin.
The scent is built around three main accords: dark, sensual and light. The dark accord was inspired by Belladonna, the deadly nightshade possessed by haunted beauties since the 18th century. From this darkness, the fragrance evolves to a sensual accord of opulence, a fusion of dripping honey, saffron and apricot nectar. And lastly, the light accord whispers magnificence. The rich floral layer of crushed Tiger Orchid & Jasmine Sambac embodies timeless beauty. The accords work together to create a fragrance of floral and fruity elements, with the star ingredient inspired byBelladonna leveling out the whole fragrance and giving LADY GAGA FAME its signature as a scent.