Lady Gaga Expands Her Brand With Fragrance
Try as they might, celebrities cannot replicate Lady Gaga‘s unique sense of style. In a few years, though, they could smell like her.
Just after it was determined that Gaga is the hottest thing in music videos, WWD reported that the pop star has signed a licensing deal with Coty, the world’s largest fragrance company.
Stephan Mormoris, senior vice president of global marketing in the Coty Beauty division, told WWD exclusively the agreement was hammered out last week and the first Lady Gaga women’s scent is expected to be launched in spring 2012.
Mormoris added that he thinks Gaga is a “fascinating cultural force” whose products will sell well.
It’s a match made in heaven, really — the world’s hottest pop star and the world’s most successful scent bottler, together as one, might end up being a more successful venture than that time Mary J. Blige moved 50,000 bottles of her perfume in one day on HSN. And Coty knows what it’s doing — it currently handles the licenses for fragrances by celebrities Jennifer Lopez, Sarah Jessica Parker and Kate Moss. Its fashion brands include Nautica, Vivienne Westwood, Marc Jacobs and Kenneth Cole, among others.
But Gaga’s Duchampian commentary on mass culture and product objectification (and yes, we are writing this sentence to get some value out of the modern art classes we took in undergrad) made this kind of licensing deal seem unlikely. It’s one thing to put the screws to product placement in a music video, but how is her persona going to change when she goes from being a product that fans participate in mostly through emotion to being one they can spray on their skin?
What do you think: Has Lady Gaga sold out? Was it ever possible for her to do so in the first place? And, most importantly, will you buy her fragrance?