It's to go with her new perfume, of course.
I have more respect for Gaga after reading the US Vogue piece on her. The best quote was the last one, from "a friend" of hers, who described her as thus:
"I want you to imagine every creative idea you've ever had in your brain. Then I would like you to imagine that those ideas never stop - they come all the time. And then I would like you to imagine that you create every single one of them. That's how I would describe her."
Which I think is just fantastic. To be able to make a reality what you see in your head is truly a gift and all that you can ask for in this life.