I think it was just a play on words "this perfume will have men crawling all over you!"
etc.
Also, I think the image is a mix of a lot of her eras.
The men remind me of the Alejandro marchers, the hair is almost Yuyi-esque, the mask is something we would've seen in Marry the Night or Paparazzi, etc.
She seemed to try to disconnect the fragrance promotion to any of the particular albums.