Globally, the scent will be sold in about 20,000 doors and in more than 50 countries, said Mormoris. There will be a Web site for the fragrance, as well as Facebook and Twitter campaigns. At press time, Perry had more than 38.7 million followers on Twitter. “I’m very particular about my Twitter. I like Facebook, and I use it and I appreciate it, but it’s mostly just to let everyone know what’s going on, what’s coming up. My Twitter is like a smorgasbord of things I like, things I don’t like, what I want to say, what I want people to hear, if I want to be funny or retweet, talk to my fans and have impromptu Q&As. It’s also a way for me to announce things, to share things. It’s like picking up the phone to your closest friend, because it’s so easy and so direct.”

Print advertising, shot by Tim Walker, breaks in September fashion, beauty and lifestyle magazines. TV advertising, which is slated to begin running Aug. 24, was shot by Jonas Akerlund. Both feature Perry and the cheeky tag line “Own the throne.” Her new single, produced by Greg Kurstin and co-written with Australian singer-songwriter Sia, will be used in the TV adverts. The single is also expected to be premiered at the 2013 MTV Video Music Awards, airing Aug. 25.

While Perry played coy about her upcoming album (“I’m still working on it! You’re Women’s Wear Daily, not Rolling Stone!” she said in a mock-severe voice), reports are that it will be more “mature” than Perry’s earlier pop confections, and could include songs inspired by Perry’s ex-husband, Russell Brand, and cowritten with songwriter and pal Bonnie McKee.