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She never does anything halfway, and Lady Gaga’s new fragrance Fame is as beautifully complex and paradoxical as she is.

The “Bad Romance” songstress explained that the concept of the scent is quite simple- “Fame is an illusion- if you really want it, anyone can have it.”

Coty CEO Bernd Beetz noted that working with Gaga to bring her fragrance to the marketplace was more than just a business deal for him.

“Lady Gaga joins a legendary cast of talent for whom Coty has created scents. Gaga’s launch represents my personal credo brought to life….Innovate or die! Absolutely everything about this launch is innovative, from the bottle, to the juice, to the lady herself….She’s zeitgeist in a bottle.”

“She is an artist that is never satisfied with the status quo â€" she always has this way of challenging everybody and trying to do something more, something different. She has her own ideas and very often they’re very interesting and challenging…really, she’s not the one who says, ‘It’s OK, let’s move on and turn the page.’ She’s always thinking, ‘Can we do more?’ This is a very stimulating partnership; and she’s pushed us with her ideas, we’ve come with our own ideas â€" and the combination of the two is very valuable,” added Coty President Renato Semerari.

And Coty SVP of Marketing Steve Mormoris concurred- “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. The soul of fame being black was the intellectual foundation of the color of the fragrance.”

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