Lady Gaga's new ad for her perfume Tue-17-Jul-12 14:16 Lady Gaga's got a new magazine ad out for her first fragrance, Fame, and it's got her style written all over it! LADY GAGA has thrilled fans by creating the world's first-ever black perfume.The Bad Romance hitmaker has teamed up with bosses at fragrance firm Coty Beauty to release Lady Gaga Fame, a black liquid that sprays on clear and smells different on different people, concepts which have yet to be attempted in the industry.Explaining the idea to Women's Wear Daily, Coty Beauty executive Steve Mormoris says, "It is the first-ever black eau de parfum and we use language like 'black like the soul of fame but invisible once airborne,' which makes the fragrance an allusion to the dark side of fame... And it will smell different on different people."There is a different volatility for different notes, and they’re of differing strengths. They work together harmoniously, but then they undergo metamorphosis on the skin, so you’re constantly surprised... Some accords will come out if you rub it, other accords will come out later."The clear bottle, shaped like an egg - as a nod to her infamous entrance at the 2011 Grammy Awards - features a claw-inspired cap and the words "Ultimate Masterpiece" inscribed along the side.The product, which contains hints of incense, honey and apricot nectar, will hit U.S. department stores in August.WENN.com Share this Become a fan of The Edge on Facebook and on Twitter .