On November 11, 2010, Coty Inc. officially announced the signing of Lady Gaga to develop and market her first-ever signature fragrance. Bernd Beetz, CEO of Coty, said in a statement: “Lady Gaga’s universal appeal makes her a subject of fascination. A force like no other, Lady Gaga is explosive, provocative and sexy, three traits which pave the way for an extraordinary fragrance experience for consumers."