Latest posts by Rebecca Mann (see all)
- Tequila’s new Mexican wave crests in travel retail - April 22, 2015
- Toni & Guy: A cut above at London Fashion Week - March 2, 2015
- All fired up for the real Dragons’ Den - November 21, 2014
The beauty bloggers went into overdrive earlier this week, as Women’s Wear Daily broke the news that Stefani Joanne Angelina Germanotta – better known by her stage name, Lady Gaga – had signed a fragrance licensing deal with Coty.
Lady Gaga and that, ahem, tasteful meat ensemble
It’s certainly a major coup for Coty, which already boasts a high-profile celebrity stable. The question on everyone’s lips, though, is how exactly will Coty translate into scent the biggest pop act on the planet?
Actually scratch that – Lady Gaga is far more than a mere pop act; she’s fast becoming a cultural phenomenon. But nobody can quite imagine what on earth a Lady Gaga fragrance will be like – this writer included (and I’ve seen quite a few). Who can possibly imagine what kind of no-holds-barred brief the Coty creatives are already toiling over?
What isn’t in doubt is that Lady Gaga is a marketing dream: successful, outspoken, controversial – and never knowingly under-dressed. Moreover, her appeal is surprisingly wide. Men love her; my mother loves her; my 10 year-old loves her. Heck, I quite like her myself.
Suffice to say, expectations are mighty high. For its part, Coty is remaining tight-lipped on the subject, although it’s believed that the first fragrance from the flamboyant entertainer will make its debut in 2012.
Which leaves two years for everyone to panic about the dress code for what will undoubtedly be the hottest launch ticket in town.