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Coty Inc. announced the signing of Lady Gaga to develop and market her first signature fragrance. The yet-to-be named fragrance line is expected to launch in spring 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, and her Haus of Gaga team.
"The marketing behind Lady Gaga's fragrance will be unprecedented and groundbreaking" said Steve Mormoris, senior VP of global marketing for Coty Beauty. "We are working toward distilling the brilliance of Lady Gaga into a fragrance that delivers a breathtaking olfactory experience and a timeless, enduring packaging design that is part of Lady Gaga's overall artistic sensibility," said Mormoris.