Lady Gaga Planning Huge Push for New “Fame” Fragrance
Lady Gaga is treating the release of her new fragrance, Fame, like an album release. Women’s Wear Daily reports that the star plans to make TV appearance and personal appearances to promote her debut scent, which hits stores in late August. In addition, she’s working with photographer Steven Klein to create a three-minute online film, and she’s hosting a party September 13 at New York City’s Guggenheim Museum to introduce the perfume to the press.
Speaking about the party, the president of Coty Beauty, which is releasing the perfume, told WWD, “There will be theater…she’s not the kind of person who just shows up and says hello.”
There will be three sizes of Fame, which is the first perfume ever to look black in the bottle but spray on clear. The large size, called The Ultimate Masterpiece, will sell for $79, while smaller sizes will go for $55 and $42. A mini rollerball version will cost just $19. In addition, Gaga will introduce a black soap, body lotion and shower gel, which will all eventually be available by November.
Fame will be carried in about 3,000 stores in the U.S., including Macy’s, Bloomingdale’s, Saks Fifth Avenue and Sephora. Industry sources tell WWD that Fame could achieve net sales globally of $100 million, and that Gaga has been guaranteed a minimum of $15 million in royalties on the deal, over three to five years.