Pop, negative connotation and refabricated? She had 3 personas before: Natalia Cappucini, Verbz, Verbalicious and now she's Natalia Kills. She is the pure definition for following the hype/direction of popularity (now: darker pop).
She's also with a lot of labels and Cherrytree. They are using the same strategy to let Mirrors be a slow hit, like Just Dance...
Anyways, I like her music. But persona not that much.