Lady Ga Ga, “The Perfume Monster”

Lady Gaga

As it was released last month, Lady Gaga has inked a deal with Coty Inc. to form a lucrative branding deal for her own perfume.  Celeb tabloid TMZ.com claims that they have  obtained documents identify her perfume’s name as “Monster.”. Coty Beauty division says she is a “phenomenon” and “a fascinating cultural force.” Mormoris said he hopes Gaga’s mass appeal will “electrify” the market.  Considering the fact that Gaga has already lent her name to a brand of headphones, and  according to MTV News, it is rumored to be discussing a sunglasses deal with British brand Linda Farrow.

In today’s increasingly fractured music industry, artist brands are increasingly more reliant on endorsements due to dwindling record sales.  Though low sales don’t seem to be a problem for Gaga, she is very careful  to associate herself with brands that are right for her.  This very issue was addressed with while she was in an interview with MTV News while discussing her line of headphones called, “Heartbeat Headphones” for Dr. Dre’s Beats by Dr. Dre Headphone line. “I don’t see the headphones as separate from what I already do. That’s why I was OK with doing it,” she told MTV News last November. ” ‘Cause designing and putting out products is something that is very kind of funny when you’re a musician — ’cause I don’t want my fans or anyone to think that I don’t put the music first.”