Coty CEO Bern Beetz arrives at a "Lady Gaga Fame" fragrance launch event at the Guggenheim Museum on Thursday, Sept. 13, 2012 in New York. The black tie masquerade event will feature a performance art piece by Lady Gaga, "Sleeping with Gaga." The film for "Lady Gaga Fame", directed by Steven Klein, will also be unveiled during the evening. (Photo by Evan Agostini/Invision/AP)