The Swiss fragrance company is working to collaborate with the U.S. singer when she launches her first scent, which Lady Gaga has said would recreate the tones of an “expensive hooker.” Competition for major brands is fierce and ingredient suppliers have to re-pitch when celebrities launch new perfumes, Chief Executive Officer Gilles Andrier said today.
“Fragrances from celebrities are usually very competitive because the first couple of years are very big,” Andrier said in an interview. “Even if you win Lady Gaga, it would be a portion of the business we have to win every year.
Ever since Elizabeth Taylor annexed her fame to a perfume called ‘‘Passion’’ in the 1980s, celebrity fragrances have gained a footing in the scent market, which researcher Global Industry Analysts predicts will be worth $33 billion by 2015. Collaborating with names such as Lady Gaga would bring a boost to Givaudan’s fine-fragrance unit, which hardly grew last year.
Givaudan has to re-win about 30 percent of its existing fine-fragrance business each year, equal to 100 million Swiss francs ($108 million) to 120 million francs, the CEO said. After a slow start to 2011, fragrance demand picked up in the remainder of the year following a ‘‘strong pipeline of new wins’’ across all major customer categories, Andrier said.
Lady Gaga’s first signature scent will be introduced in 2012. Her perfume campaign and commercial is being shot this weekend, to be edited into a ‘‘special song,’’ she said on Twitter on Feb. 14.
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so excited!!! commercial is going to be shot by kline and it's going to be to 'scheisse' apparently