It's for her new 'scent', Incredible Things.
That massive image above is the poster for her fourth fragrance, which, according to your friend and ours Elizabeth Arden is “an intriguing floriental fragrance that’s fresh, classic, expressive, intriguing and unforgettable."
Much like Taylor herself of course.
If you're keen to learn some more about what it all smells like then you're in luck because we've exclusively learnt (copied and pasted from Hollywood Life) that the top note is "vanilla orchid, suede flower and creamy musk", the middle note is "pink pepper, sparkling grapefruit and wild passion flower" and the base note is "white amber, Madagascar vanilla and Haitian vetiver."
Obviously there's a brilliantly over the top quote from a press release as well of course:
"Taylor lives her life with an open heart, and by sharing her personal stories through music, art and fragrance, she helps inspire her fans to follow their heart, to be their own artist — to do incredible things. Channeling Taylor’s inherent ability to see beauty in the world, she encourages her fans to do the same."