announced the signing of Lady Gaga to develop and market her first-ever signature fragrance. Bernd Beetz, CEO of Coty, said in a statement:
“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.
“Coty is recognized as a world leader in celebrity fragrance. Globally, Coty‘s leadership in celebrity fragrance is undisputed. 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 is expected to launch in spring 2012. Distributed worldwide, it will be managed by Coty Beauty in close collaboration with Lady Gaga, who will be Creative Director, and her Haus of Gaga team. Stephen Mormoris, senior vice president of marketing for Coty Beauty says:
“The marketing behind Lady Gaga’s fragrance will be unprecedented and groundbreaking. 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 Gaga’s overall artistic sensibility.”