Lady Gaga has unveiled the video for her new scent, Formulation. The artsy black and white advert is all in French, with a few subtitles at the bottom of the frame.
The advert features lots of sexy men in PVC trousers concocting the fragrance, which is entirely "Black like the soul of fame but invisible once airborne."
The video clip shifts about bizarrely, a bit like the video from The Ring, but that's not a problem with the editing. That's intentional, because it's arty.
So what does it smell like? Well, the scent is made out of "pulverised apricot, crushed heart of tiger orchid, and tears of Belladonna." That means: apricot, some flowers, and the actual tears of actual Lady Gaga. Or maybe some salt water.
The singer doesn't even feature in the two-minute long advert, which is black for a lot of its screen-time. She tweeted earlier: "So excited, gonna post a film by Todd Tourso, Reggie Know, Rob English, Kenneth Robin. Its called "FORMULATION" and is for my fragrance FAME"
She added: "FORMULATION a film for FAME, the First Ever Black Eau de Parfum." Hmm. Not pretentious at all, Lady Gaga. Would you wear a black perfume?
Hmm. Not pretentious at all, Lady Gaga.
Would you wear a black perfume?