BrandRepublic announce this morning that Lady Gaga is working with Coty to create a new perfume for launch before Christmas 2010
The name hasn’t been released yet, but a search for recent trademark applications from Lady Gaga’s TM company Ate My Heart Inc. suggests that the name is most likely to be Bad Romance…
The perfume – [...]
The perfume category often operates on a strategy of launching a product first, and asking questions later. It can be a slightly messy process where new products cannibalize existing ones, where new products don’t properly connect to consumer needs, and where a 10% success rate for a new perfume brand is considered a success.
Many perfumes [...]