Coty Inc., a leading global beauty company, officially announced today the signing of international and multifaceted artistic force Lady Gaga to develop and market her first-ever signature fragrance.
Having sold more than 13 million albums and 52 million singles worldwide, Lady Gaga is one of the most influential celebrities and powerful musicians today, making the artist the most recent dynamic addition to Coty’s portfolio of celebrity partnerships. Known for her larger than life persona, Lady Gaga’s fragrance will be a seamless extension of her combined talent for music, video, fashion and art.
The creation of a fragrance ultimately will allow Lady Gaga to intimately connect with her fans on a global scale. “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,” declared Bernd Beetz, Chief Executive Officer, Coty Inc.
“Coty is recognized as a world leader in celebrity fragrance. Globally, Coty’s leadership in celebrity fragrance is undisputed,” said Beetz. “We welcome Lady Gaga to the Coty family and look forward to breaking boundaries that will allow people to experience beauty in a different and unique way.”
The yet-to-be named fragrance line is expected to launch in spring 2012. Distributed worldwide, the fragrance 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.
“The marketing behind Lady Gaga’s fragrance will be unprecedented and groundbreaking,” said Steve Mormoris, Sr. V.P. 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,” said Mormoris.
Marketing plans for the fragrance are currently in development.
Additional information will be announced closer to the launch. Financial terms of the agreement were not disclosed.