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On selected location, Coty held launch parties at various locations around the world such as Brazil, Amsterdam and Australia. One of the parties was held in Australia on June 15, 2012, select media were invited on a bus decorated with "Haus Laboratories" stickers to a secret location. At the venue, shirtless males with testers of "Fame" were walking around while some dancers did a number around a bath tub. Black food was also served at the party, including black drinks to match the color of the perfume. A short video clip with Gaga talking about the fragrance was shown. The footage was shot in November of 2011. The media invited were required to sign a non-disclosure agreement until the launch of the fragrance a month later.
Pop-up shop in Tokyo
On August 1, the first pop-up store in Tokyo's Harajuku district in Japan opened. Gaga picked Japan for the first launch and was also involved in the creation of the pop-up shop. The pop-up shop is a recreation of the "Haus Laboratories" which included a bath tub, all the "Fame" products along with black food including a blackberry smoothie, black sesame sundae and a mojito made with Dr. Pepper. Shirtless men were also in the store, reminiscent of the ads for the fragrance. Gaga also recorded a video to be shown in loop during the opening hours. The store, located at Tokyo Plaza, Omotesando Harajuku was open until August 31.
Guggenheim Museum in New York
Lady Gaga invited select press and friends including Steven Klein, Lindsay Lohan and Yoko Ono to the launch of the fragrance in New York. The event was held at the Guggenheim Museum in New York on September 13, 2012. A livestream of inside the giant "Fame" bottle was given to Little Monsters members. The guests received the following note:
- The Haus Laboratories in Paris, Steven Klein & Nick Knight
- Invite you to the launch of the first ever black eau de parfum Lady Gaga Fame
- Thursday, September 13th, 2012, 7:30 PM
- Solomon R. Gugeinheim Museum, New York City
- With a performance art piece by the Lady herself, "Sleeping with Gaga"
- In the spirit of Gaga’s nostalgic aesthetic, we inspire you to honor her dedication to this fragrance and celebrate your shared passion for fashion.
- Dress code: Black tie Masquerade
- Head accessory required for the ladies: mask, hat, tiara, crown or lobster.
- Optional for men, but preferred
The short film created for Fame was shown both on the room and on the livestream before Gaga began her performance art piece, Sleeping with Gaga". Gaga slept on the bed inside the bottle, while people from the audience were allowed to try to wake her up without entering the bottle. Edith Piaf was played during the performance with the following songs: Milord, "T'es beau, tu sais", Bleu de tes yeux, L'accordeoniste, Les Croix, "L'Hymne a l'amour
Mon Dieu, Sous Le Ciel de Paris, L'effet que tu me fais, Toujours Aimer, Padam Padam and "Le Vieux Piano". DJ White Shadow was the DJ for the event. Gaga asked him to preview "Ratchet", which was played as an instrumental and msot likely remixed from the original with a male voice saying "Ratchet" once.
After the piece, Gaga got a tattoo of a cherub head on the back of her head which was taken from F. S. Meyer, Handbook of Ornament (New York: The Bruno Hessling Company, 1917) on page 108.
Sephora in Paris
Harrods in London
She attended the launch of Fame at Harrods in London which was broadcasted live on Little Monsters.