Lady Gaga's "Fame the fragrance" trailer

So, while I admire the artist that is Lady Gaga (most of the time) this trailer has me a little perplexed.

I think of a fragrance as something you wear that someone physically close to you can enjoy. Something that's romantic.

This video, produced by Ridley Scott and directed by Steven Klein, who helmed Gaga's "Alejandro" video, features the superstar emerging from a black liquid bath and eventually ruling over an army of men.

Thoughts anyone? Am I just not getting it?