Lady Gaga’s first perfume, FAME, was for women. But that’s so 2012, so two years ago, which was when the ARTPOP diva first entered the fragrance business with her unique olfactory bang. Now comes “Eau de Gaga” and it’s keeping up with the times–there’s no gender specification for the new “Eau de Gaga” scent. This is a very good development for three reasons. First, men and women are equal, so why shouldn’t they smell that way? (Perfume is, after all, a construct.) Second, gender identification has come a long way, baby, since 2012–just ask Congress. Yup even Congress is on board with the swing America has taken in how it views the specificity of gender.
And then there is the biggest reason of all: if you include both male and female (and those in between) you DOUBLE your market! Popdust reports that in 2012 FAME sold six million bottles in its first week and a “total of 30 million in its first six months.” With the market doubled this time, let’s see if Gaga can’t move 12 million this week of “Eau de Gaga.” Of course 2012 was back when Lady Gaga and the word fame were synonymous. It’s tapered off a tiny bit. Reaction to the news from fans at GagaDaily.com was mostly a lot of enthusiastic OMG, with a sprinkling of rapturous OMFG.