The ad campaign, which will begin running in September fashion, beauty and lifestyle magazines including Vogue, Harper’s Bazaar and Elle, was shot by Steven Klein and includes double-page spreads and single pages.
TV is in the plans, and Klein also worked with Gaga to create a three-minute feature film promoting the scent, which will appear online in the U.S.
While executives declined to comment on advertising and promotional spending, industry sources estimated the warchest at about $30 million globally in the scent’s first year.
Gaga is also scheduled to make personal appearances in promotion of the scent globally, with retailers and timing still being planned. Gaga will also host a party Sept. 13 at the Guggenheim Museum in New York to introduce the scent to the media.
While Gaga and executives declined to comment on projected sales, industry sources estimated that the scent would achieve net sales globally of $100 million in its first year on counter, with at least 30 percent expected to come from U.S. sales. While Coty declined comment on Gaga’s compensation, industry sources estimated that Gaga has been guaranteed a minimum of $15 million in royalties in a three- to five-year deal.
Le Masterpiece – 79$ (100ml)
Regular – 55$
30 ml – 42$
Rollerball Version – 19$
Black Soap (available in August in limited distribution) – 15$
Black Shower Gel – 25$ (200ml)
Black Body Lotion (Available in November) – 30$ (200ml)