Coty Inc, world's largest fragrance company with $4 billion sales for last year, has added to its collection of celebrity fragrance endorsements with the signing of Lady Gaga to develop her own signature line.
This comes in the wake of Kate Moss, the top model and style icon visiting the Coty factory near Barcelona to see the launch of her new fragrance Vintage Muse off the production line. She signed the first few batches. Kate continues to be the global face of Rimmel London, Coty's top-selling color cosmetic line.
Coty believes in celebrity endorsement in a big way and has a slew of big names in its stable like David and Victoria Beckham, Jennifer Lopez, Beyonce, Halle Berry, Celine Dion, Shania Twain and Sarah Jessica Parker.
Coty is recognized as a world leader in celebrity fragrance. Globally, Coty's leadership in celebrity fragrance is undisputed, said Bernd Beetz, CEO, Coty Inc in a press statement.
We welcome Lady Gaga to the Coty family and look forward to breaking boundaries that will allow people to experience beauty in a different and unique way, he added.
Lady Gaga has sold more than 13 million albums and 52 million singles worldwide. The artist is the most dynamic addition to Coty's portfolio of celebrity partnerships. Lady Gaga's fragrance will be a seamless extension of her combined talent for music, video, fashion and art, said the statement.
The yet-to-be named fragrance line is expected to launch in 2012. Distributed worldwide, the fragrance will be managed by the Company's Coty Beauty division in close collaboration with Lady Gaga, who will be creative director.