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Eaux de parfum in three sizes will be offered. The 100-ml. — which Gaga refers to as the Ultimate Masterpiece (these words are also printed on the bottle) — retails for $79, while the 50-ml. is priced at $55 and the 30-ml. will cost $42. A 10-ml. rollerball version will sell for $19.
The Ultimate Masterpiece is Gaga’s “pure vision” for her scent brand, complete with a heavy, clear glass, egg-shaped bottle and a weighty gold-claw-inspired cap, and a number of doors will be carrying that size exclusively, said Mormoris. The smaller sizes are said to be intended to make the collection financially accessible to all of Gaga’s fans. Gaga worked with Nick Knight to design the bottle. “Lady Gaga conceived this egg idea back at the Grammy Awards where she came out of an egg, so it’s symbolic,” said Mormoris, adding that the gold-toned cap with extended metal pieces is intended to resemble the points of a claw. “The [bottle] design is simple and elegant and has a prestige feel and look, but it has symbols that are disruptive and [so] her. It’s not of the moment and trying to shock you, but a very eternal, timeless classic fragrance message because Gaga saw this as part of her artistic legacy.”
The collection will also include three ancillaries. Black Soap, $15, will be out in August in limited distribution, while a black shower gel, $25 for 200 ml., and a black body lotion, $30 for 200 ml., will be on counter in November.
The ad campaign, which will begin running in September fashion, beauty and lifestyle magazines including Vogue, Harper’s Bazaar and Elle, was shot by Steven Klein and includes double-page spreads and single pages. TV is in the plans, and Klein also worked with Gaga to create a three-minute feature film promoting the scent, which will appear online in the U.S. While executives declined to comment on advertising and promotional spending, industry sources estimated the warchest at about $30 million globally in the scent’s first year. Gaga is also scheduled to make personal appearances in promotion of the scent globally, with retailers and timing still being planned. Gaga will also host a party Sept. 13 at the Guggenheim Museum in New York to introduce the scent to the media. While keeping mum on specifics, Semerari quipped, “There will be theater...she’s not the kind of person who just shows up and says hello.”
Lady Gaga Fame will be carried in about 3,000 department and specialty stores in the U.S. — including Macy’s, Bloomingdale’s, Saks Fifth Avenue and Sephora — and in about 30,000 doors in total globally in 84 markets. In the U.S., the scent will enter what Mormoris calls tier one department stores (such as Macy’s) first, followed six months later by tier two doors such as Ulta and Sephora in J.C. Penney locations. Mormoris emphasized that the scent “will never be a mass-market fragrance.”
While Gaga and executives declined to comment on projected sales, industry sources estimated that the scent would achieve net sales globally of $100 million in its first year on counter, with at least 30 percent expected to come from U.S. sales. While Coty declined comment on Gaga’s compensation, industry sources estimated that Gaga has been guaranteed a minimum of $15 million in royalties in a three- to five-year deal.
When asked whether Gaga’s new fragrance could anniversary the huge numbers ($39 million at retail) racked up last year by Justin Bieber’s women’s fragrance, Muriel Gonzalez replied, “we think so.” The executive vice president and general merchandise manager of cosmetics, fragrances and shoes at Macy’s Inc., continued, “We think that Lady Gaga has got a huge following. She’s been so personally involved, which the Coty people will tell you, in every aspect of the fragrance from its color, to the bottle to the material’s use. It is going to be a huge advantage, because she is so involved with the project that she will be tweeting her fans, her Little Monsters. I think they are going to be very curious about it. The project is very, very well done. All of these celebrity fragrances have been very successful for us in bringing in customers to Macy’s. Some of them are new customers — new to fragrance, new to Macy’s — and we think this will be no exception. We think it will be very big.”