Lady Gaga‘s Fame perfume is due at the end of summer (in late August) and the marketing team behind the scent is moving full steam ahead. They also have a secret weapon to help promote the black liquid scent. Their big gun is Gaga herself. She is expected to tweet  about and promote the scent and help push it to $100 million in global sales its first year on counters.

The scientific process was not easy when it came to carrying out the Mother Monster’s rather unusual and unconventional wishes, and the company ended up creating proprietary new technology in order to create a perfume that was black in color while encased in the bottle yet invisible on skin.

“Lady Gaga talks about how her music has a sweet center and a dark shell, and a lot of her music has refrains that have a rough passage that go toward a sweet-spot melody in the middle,” said a team member. “She referenced that a lot and we tried to capture this type of duality in the fragrance, with the incense and something sweet like apricot.”

Lady Gaga Fame will be carried at 3,000 retail locations in the U.S., with Sephora, Macy’s and Saks Fifth Avenue among them.

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