“It is the first-ever black eau de parfum and we use language like ‘black like the soul of fame but invisible once airborne,’ which makes the fragrance an allusion to the dark side of fame, the price of fame and the narcissism of fame,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “The soul of fame being black was the intellectual foundation of the color of the fragrance.”
“Lady Gaga talks about how her music has a sweet center and a dark shell and a lot of her music has refrains that have a rough passage that go toward a sweet-spot melody in the middle,” said Mormoris. “She referenced that a lot and we tried to capture this type of duality in the fragrance, with the incense and something sweet like aprico
“Lady Gaga wanted an artistic fragrance,” continued Mormoris. “She’s quite poetic, she references modern art a lot and of course music, and she has a very distinct aesthetic sense, so she’s really looking for a high-quality crafted product that expresses who she is as an artist. There’s nothing commercial about it except it’s intending to be commercial, which is harder to do — but in the end, the rewards are greater.”
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