Lady Gaga pushed Coty with innovation

Lady Gaga has "pushed" Coty with her ideas for new fragrance Lady Gaga Fame.

The 'Born This Way' hitmaker releases her debut fragrance - a black liquid which sprays clear - next month and excited the licensing company with her "innovative" ideas.

Renato Semerari, president of Coty Beauty, said: "She is an artist that is never satisfied with the status quo - she always has this way of challenging everybody and trying to do something more, something different.

"She has her own ideas and very often they're very interesting and challenging...really, she's not the one who says, 'It's OK, let's move on and turn the page.' She's always thinking, 'Can we do more?' This is a very stimulating partnership; and she's pushed us with her ideas, we've come with our own ideas - and the combination of the two is very valuable."

Coty hailed Gaga as "zeitgeist in a bottle" and are delighted with her innovation.

Bernd Beetz, chief executive officer of Coty Inc., said: "Lady Gaga joins a legendary cast of talent for whom Coty has created scents. Gaga's launch represents my personal credo brought to life....Innovate or die! Absolutely everything about this launch is innovative, from the bottle, to the juice, to the lady herself....She's zeitgeist in a bottle."

Gaga explained the fragrance's name relates to her belief that anyone can have fame.

She told WWD: "Fame is an illusion - if you really want it, anyone can have it."