Apparently it's not a spoof this time. (Added: on September 12, 2010 Coty confirmed that Gaga will create a perfume under their aegis.) The glaringly missing celebrity fragrance when you looked at the series of celebs launches was Lady Gaga's. Coty noticed the void too and reportedly are working with the mega visual pop singer to release her debut signature scent. There are going to be oodles of material to pick from to build the universe around this new perfume!...
Although Lady Gaga's taste in perfume is more that of a young woman of her generation than revelatory of her sense of extreme fashion and theatricals - she is reported to favor both Ralph by Ralph Lauren and Daisy by Marc Jacbs - the upcoming fragrance is said to be extremely "unusual," more in line with what you might think she is wearing we muse: a custom blend piling up weird, intense notes from different, eclectic fragrances or a Comme des Garçons smelling of red butchered meat like Guerrilla 1 or a medley of strange artificial smells like Odeur 53 (they missed a perfect client.)
But falling back on more mainstream soil, the Lady Gaga perfume will be Christmas-gift worthy nevertheless as the jus is set to launch for the 2010 holidays season. The marketing campaign, we are told, will be huge and no doubt in the style of a Mega-Gaga extravaganza.
We hope the bottle is weird, the juice is weird and the ad campaign out there. It also has to be wearable. We don't want any floating plastic foetus in the bottle, or such, as well. That would be crossing the frontier over to gross territory, which may be seen as a stylistic temptation for Lady Gaga.
How is Coty going to market mainstream-weird in perfume form is the challenge we're going to be contemplating.