The first promo ads was released on July 14, 2012 exclusively on LittleMonsters.com. The ad campaign, which will begin running in September fashion, beauty and lifestyle magazines including Vogue, Harper’s Bazaar and Elle, was shot by Steven Klein and includes double-page spreads and single pages. On August 1, Gaga revealed the second ad. Depending on the market, an edited version with more male covering Gaga's body was used on billboard and magazine ads. Lady Gaga covered the September issue of Vogue in support of the perfume.