Lady Gaga Unveils Second Fame Perfume Video
When Lady Gaga commits, she commits — even when it comes to advertising her Fame perfume. The fragrance’s marketing campaign examines the dual nature of celebrity (as much as advertisements can “examine” any issue) and underscores that it’s the world’s first black Eau De Parfum. Naturally, the light and dark sides of fame literally color the fragrance’s promotional videos, as they’re black-and-white. The first video (called “Formulation“) explained that the perfume is “black like the soul of fame but invisible once airborne.” Now we have the next film in the series, this one dubbed “The Source.” It’s another look inside the “Haus Laboratories in Paris” that owes more to Eraserhead than to proven marketing practices. We again see the fragrance — “pure beauty with a dark soul” — being concocted by shirtless hunk-scientists in some sort of dingy castle-basement lab. Could be a documentary for all we know.