Supplier News Breaks Archives
Coty plans Lady Gaga fragrance
November 15th, 2010
NEW YORK – Coty Inc. has signed up pop music sensation Lady Gaga to develop and market a signature fragrance.
Financial terms of the agreement weren't disclosed. Plans call for the yet-to-be named fragrance line to launch in the spring of 2012.
Coty said the fragrance, to distributed worldwide, will be managed by the company's Coty Beauty division in close collaboration with Lady Gaga, who will be creative director, and her Haus of Gaga team.
"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," commented Bernd Beetz, chief executive officer of Coty.
Known for her larger than life persona, Lady Gaga has sold more than 13 million albums and 52 million singles worldwide and is one of the most influential celebrities and musicians today. Coty said that Lady Gaga's fragrance "will be a seamless extension of her combined talent for music, video, fashion and art."
Marketing plans for the new fragrance are currently in development, according to Coty.
"The marketing behind Lady Gaga's fragrance will be unprecedented and groundbreaking," stated Steve Mormoris, senior vice president of global marketing for Coty Beauty. "We are working toward distilling the brilliance of Lady Gaga into a fragrance that delivers a breathtaking olfactory experience and a timeless, enduring packaging design that is part of Lady Gaga's overall artistic sensibility."