Fame game: Lady Gaga film shows a scent of fun

International – Lady Gaga has released a short film to promote her new perfume, Fame.

The film, entitled Formulation, was unveiled to fans of the pop star on her official Twitter page. The film noir-inspired commercial, a fictional take on the creation of the singer’s black eau de parfum, depicts semi-naked men dressed in white lab coats blending Fame’s ingredients, including ‘tears of Belladonna’ and ‘pulverised apricot’.

Fame will be launched in September through Coty and Lady Gaga’s own Paris-based perfume brand The Haus Laboratories.

By creating a dark narrative behind the creation of the perfume, Lady Gaga is appealing to the increasing number of consumers who want to engage with brands through fantasy and storytelling. To find out how your brand can benefit from blurring the lines between fact and fiction, look out for LS:N Global’s forthcoming Faction Marketing macrotrend.