Lady Gaga’s debut fragrance Fame, described as the first ever black Eau de Parfum, was officially unveiled in New York City last night, at the Solomon R. Guggenheim Museum. As previously reported, the scent – released through the singer’s own Haus Laboratories, in association with Coty – began its global roll-out earlier this month. Coty Prestige Marketing Director, Travel Retail and Export Worldwide Markus Stauss told The Moodie Report that the initial results were amazing. “It’s still early days, but it’s very promising,” he noted. “This [fragrance] will be big.”
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Lady Gaga’s unforgettable performance art piece included an extended Sleeping Beauty-style tableau and a back-of-the-head tattoo session | |
The launch event was typically flamboyant, in true Gaga-esque style. Half-naked men clad in leather trousers and harnesses lined the red carpet to welcome guests, who were offered bubbling potion-style cocktails, in addition to the more customary Champagne. The dress code was “Black Tie Masquerade”, with head accessories (mask, hat, tiara, crown or lobster) required for the ladies and optional, but preferred, for men.
“In the spirit of Gaga’s nostalgic aesthetic, we inspire you to honour her dedication to this fragrance and celebrate your shared passion for fashion,” declared the official invitation.
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Left: Coty’s Markus Stauss and The Moodie Report’s Rebecca Mann mask up in search of Fame; right: guests were welcomed on the red carpet by leather-clad male models | |
The launch kicked off with a welcome by Steven Klein, who directed and photographed the fragrance advertising, and introduced a screening of an extended “film” version of the campaign. The highlight of the evening was a performance art piece by the singer herself, titled “Sleeping with Gaga”. This involved Gaga feigning slumber inside a giant version of her fragrance flacon, while selected guests (including The Moodie Report) were invited to stroke her hair and hand.
Once awake, the singer sprayed her fragrance, performed various ablutions, came out of the flacon to walk through the crowd, then re-entered it (complete with entourage) to have her head shaved and subsequently tattooed, in full view of the guests.
MORE ABOUT THE FRAGRANCE
Featuring 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 incorporates patent-pending fluid technology.
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The fragrance structure does not feature the traditional olfactory pyramid. Rather, it incorporates “push-pull technology,” whereby the ingredients interact together to highlight different aspects of each note at the same time. All of the notes were crafted to work together harmoniously thanks to the complementary properties of each ingredient, which allow for a true metamorphosis of the scent when worn on the skin, Coty maintains.
The juice is built around three main accords: dark, sensual and light. The dark accord was inspired by Belladonna, the deadly nightshade poison. From this darkness, the fragrance evolves to a sensual accord of opulence, “a fusion of dripping honey, saffron and apricot nectar”. Lastly, there is a light accord – a rich floral layer of crushed Tiger Orchid & Jasmine Sambac. The accords work together to create a fragrance of floral and fruity elements.
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The eye-catching print advertising visual |
Gaga collaborated with key fashion names to create the fragrance flacon. The bottle was designed in partnership with Nick Knight; the ad campaign was directed and photographed by Steven Klein.
– Look out for the full feature, including an interview with the noses and Coty’s Stauss, to be published soon.
[houseAd4]
