NEW YORK ­— Lady Gaga, perhaps the most sought after and compelling name in show business these days, has signed a long-term licensing deal with Coty Inc. to create fragrances under her name.

Stephen Mormoris, senior vice president of global marketing in the Coty Beauty division, told WWD exclusively the agreement was hammered out last week and the first Lady Gaga women’s scent is expected to be launched in spring 2012.

This story first appeared in the September 13, 2010 issue of WWD. Subscribe Today.

Mormoris sees the significance of the Lady Gaga deal in cultural terms with her appeal and huge following embodying all age groups worldwide. Describing her as a “phenomenon,” Mormoris clearly sees the singer as “a fascinating cultural force” who is capable of electrifying the market.

Further details of the deal and the fragrance were unavailable at press time.

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