Lady Gaga teams up with Coty to launch new technologies-based fragrance

American singer and song writer Lady Gaga through the Artist’s own Haus Laboratories in association with fragrance company Coty will launch LADY GAGA FAME fragrance for women in September 2012.

The brand claims that the new fragrance, featuring the black-to-clear patent pending fluid technology, is the first black Eau de Parfum that sprays clear and turns invisible once airborne.

LADY GAGA FAME is said to feature a very rare olfactory structure known as the ‘push-pull technology,’ where the ingredients interact together to exude different olfactive aspects of each note simultaneously, doing away with traditional hierarchy of top, middle and base notes.

The brand said that all of the notes were crafted to work together in a way that each of the ingredient’s properties complimented the other, thereby allowing for a shift of the scent when used.

The celebrity’s maiden scent is designed around the accords of dark, sensual and light; wherein the dark accord was said to be inspired by Belladonna, the deadly nightshade possessed by haunted beauties since the 18th century, said the company.

The fragrance is also said to sport a fusion of dripping honey, Saffron and Aprico Nectar, featuring floral layer of Tiger Orchid and Jasmine Sambac.

Lady Gaga is said to have collaborated with designer Nick Knight for the flacon design, and the campaign was directed and photographed by Steven Klein.