Katrina Rosales
Lady Gaga has been involved in several perfume commercials. She launched her own fragrance called Fame in 2012, and starred in a series of commercials for it, including one that used her song Scheiße as background music. She also starred in a film for Valentino's Voce Viva perfume, singing a version of Sine From Above from her album Chromatica.
| Characteristics | Values |
|---|---|
| Name of Perfume | Lady Gaga Fame |
| Year of Launch | 2012 |
| Month of Launch | August |
| Date of Launch | 22 August |
| Tagline | The First Ever Black Eau de Parfum |
| Scent | Unisex |
| Colour | Black |
| Packaging | Simple and Unfussy |
| Bottle Design | Lady Gaga and Nick Knight |
| Versions | Less expensive and more expensive (Le Masterpiece) |
| Song in Commercial | Scheiße |
| Director of Commercial | Steven Klein |
| Face of Valentino's Voce Viva | Lady Gaga |
| Song in Voce Viva Commercial | Sine From Above |
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What You'll Learn
Lady Gaga's own perfume, Fame
Lady Gaga's debut fragrance, Fame, was released in 2012. It is a unisex, Oriental Floral fragrance that comes in the form of a black liquid that sprays clear and becomes invisible once airborne. The scent was developed in collaboration with fragrance company Coty, with whom Gaga had signed a long-term licensing deal.
The perfume was released in two versions: a less expensive version with a smaller bottle and plastic cap, and a more expensive "premiere edition" called Le Masterpiece, which featured a larger bottle with a solid metal cap. The bottle was designed by Gaga and photographer Nick Knight and was described as "simple and unfussy" and "alien-like" by Billboard magazine.
Fame's scent profile includes notes of atropa belladonna, tiger orchid, incense, apricot, saffron, and honey. Rather than using the traditional pyramidal structure of top, middle, and base notes, Fame employs ""push-pull technology,," where the ingredients are mixed to highlight different aspects of each fragrant note simultaneously, without any hierarchy. The fragrance is built on three accords: "dark," "sensual," and "light."
The advertising campaign for Fame was directed and photographed by Steven Klein and featured a short film titled "Formulation," showcasing attractive male models in laboratory clothing mixing chemicals to create the fragrance. Gaga herself appeared in subsequent commercials, including one where she scratches off black ooze, representing her black eau de parfum, from a male model's face. The campaign was compared to the novel Gulliver's Travels, with Gaga's pose in the ad resembling a golden statue similar to the cap from Le Masterpiece.
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Valentino Voce Viva campaign
The Valentino Voce Viva campaign features Oscar-winning actress and musician Lady Gaga, who is known for her powerhouse vocals and empowering messages. The campaign film, shot during the quarantine in Los Angeles, is a collaboration between Maison Valentino artistic director Pierpaolo Piccioli, LA-based director Harmony Korin, and Lady Gaga. Piccioli calls the campaign "a celebration of equality".
The film opens with Gaga dressed in a signature Valentino gown in a forest near Los Angeles. She sings a stripped-down version of "Sine From Above" from her latest album, Chromatica, and is then joined by a chorus of diverse faces and voices. The song was written in collaboration with Sir Elton John as an homage to the power of music in transforming her life. In the Voce Viva remix, the synths are replaced with piano, and the ensemble of singers are clad in Valentino.
The Voce Viva fragrance is a warm floral fragrance with notes of Italian bergamot, orange blossom absolute, vanilla, and crystal moss accord. The bottle features the brand's iconic rock stud detail on the cap, with pink detailing on the sleek glass bottle. The scent is said to evoke emotions and sentiments, serving as an extension of the strength, power, and confidence of Gaga's voice.
The campaign also included a photo shoot by legendary photographers Inez and Vinoodh, who reinvented images of Lady Gaga from a previous shoot for the Voce Viva ad.
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Scheiße as background music
Lady Gaga's song "Scheiße" was used as background music for her perfume commercial. The commercial was for her fragrance "Fame", which was released in 2012. "Fame" is a unisex fragrance that was released in collaboration with Coty, Inc. through Gaga's own Haus Laboratories label. The perfume was marketed as using push-pull technology instead of the traditional pyramidal structure of perfumes, combining notes of atropa belladonna, tiger orchid, incense, apricot, saffron, and honey.
The "Scheiße" commercial was directed and photographed by Steven Klein, who had previously worked with Gaga on her "Alejandro" music video. It features Gaga parading between two sets of male models. On one side, there are partially nude men dressed in latex, and on the other side are giant-sized male figures clothed in a half-gown and nude at the sides and back, with their faces disguised by a plastic shield. The commercial also features two "Gulliver" statues of Gaga, one with tiny men climbing all over her and the other cast in gold.
The use of "Scheiße" as background music for the "Fame" commercial added to the dramatic and unique tone of the advertisement. The song's upbeat and energetic rhythm contrasted with the slow and sensual visuals of the commercial, creating a memorable and impactful advertisement for the fragrance.
The choice to use "Scheiße" as the background music for the "Fame" commercial was strategic and intentional. The song's title, which translates to "shit" in German, adds a layer of edginess and controversy that aligns with Gaga's brand and aesthetic. The song's fast-paced and repetitive chorus, with lyrics like "I don't speak German, but I can if you like," creates a catchy and memorable hook that sticks with viewers long after the commercial ends.
Overall, the use of "Scheiße" as background music for the Lady Gaga "Fame" perfume commercial was a successful choice that contributed to the advertisement's impact and memorability. The song's energy and unique sound, combined with the dramatic visuals of the commercial, created a lasting impression on viewers and effectively promoted the fragrance.
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Rumours of blood and semen notes
Lady Gaga's first fragrance, Fame, was rumoured to contain notes of blood and semen. Gaga herself fuelled these rumours, stating that she wanted the perfume to be a very "slutty perfume" that captured the addictive nature of fame. She also said that she wanted the scent to be desirable and quite nice for any woman who wanted to feel like a queen.
Gaga initially described the fragrance as smelling like "an expensive hooker", with notes of blood and semen. However, she later clarified that while these elements were in the perfume, it didn't smell like them. Instead, she said that the semen gave "the after feeling of sex", while the blood was "sort of primal". Gaga also claimed that the blood used in the perfume came from her own blood sample, so it was like "having [her] on your skin".
These statements caused quite a stir, with some people speculating that the perfume was created from human blood, semen, and poison. However, the perfume's manufacturer, Coty, denied these rumours. Thierry Massee of Coty confirmed that Gaga had suggested including these notes but that the company had convinced her to go in a different direction. Instead, the final product included notes of belladonna, jasmine, orchid, honey, saffron, and apricot nectar. The perfume was also notable for being the first black eau de parfum that sprays clear and becomes invisible once airborne.
The advertising campaign for Fame was directed and photographed by Steven Klein and featured a nude Lady Gaga with tiny male figures crawling over her body. The campaign was compared to the novel Gulliver's Travels, and the perfume's bottle design, by Gaga and photographer Nick Knight, was described as "simple and unfussy" and "crowned with an edgy and alien-like gold cap". Despite the controversy surrounding the rumoured blood and semen notes, the perfume earned a total revenue of $30 million in the US within six months of its release.
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Commercial with Steven Klein
In 2012, Lady Gaga released her first fragrance, an eau de parfum named 'Fame'. To promote the perfume, Gaga collaborated with world-renowned photographer and director Steven Klein on a series of commercials and short films.
The first trailer for the fragrance did not feature Gaga herself. However, a subsequent print ad and trailer showed the singer wearing a black, bondage-like suit and posing naked with tiny men crawling all over her body. In another scene, Gaga emerges from a giant black mouth-shaped bathtub, wearing a custom-made black liquid dress by slime artist Bart Hess. The commercial also features a futuristic fashion show and black goo coming out of Gaga's mouth.
The complete commercial, which debuted on 13 September 2012 at the Guggenheim Museum in New York, was directed by Klein and conceptualised by Gaga and Klein. The 5-minute short film, produced by RSA, Black Dog Films, and Digital Domain, included a 300-foot-long, 50-foot-tall sculpture of the singer's body. Klein has described the film as "the subject of fame, the dark and light side of it, the pleasures and the pains of fame".
Klein has also mentioned that Gaga wanted to "put a hypodermic needle in the fragrance business and blow it up", indicating her desire to create a unique and unconventional fragrance campaign.
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Frequently asked questions
Lady Gaga sings a stripped-down version of "A Sine From Above" in the Valentino Voce Viva perfume commercial.
The first perfume released by Lady Gaga was called Fame, launched in August 2012.
The song featured in the Lady Gaga Fame perfume commercial is "Scheiße".
The tagline of the fragrance is "The First Ever Black Eau de Parfum".
The Lady Gaga Fame perfume commercial was directed and photographed by Steven Klein.
