Lady Gaga is the latest star to launch her very own beauty brand. But, in trademark form, she’s doing so in a unique manner.
In a newly unleashed trailer for the company Haus Laboratories, the singer acknowledges:
“The last thing the world needs is another beauty brand, but that’s too bad!”
Details on her ambitious move below…
According BoF, Haus Labs draws inspiration from Gaga’s early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look.
Ever marching to the beat of her own drum, Mother Monster is making her point of difference over other ventures by teaming exclusively with online retail giant Amazon. Thus, effectively rendering her range globally available from the get-go.
It’ll launch this September with over 40 shades of foundation and will be comprised of kits combining lip gloss, lip liner and all-over colour.
The Amazon route, which sees her do-away with the traditional in-store retail model embraced by the likes of Rihanna’s Fenty Beauty, is being hailed as risky, but bold. Especially if it pays off.
On the one hand, Amazon isn’t a juggernaut in cosmetics, but at the same is Amazon – with the vastest of reach and resources. This being their first of such a partnership essentially sees both parties hyper-incentivised to ensure it’s a success.
Amazon plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.
For Gaga, Haus Labs sees her extend her long-established message of self-acceptance and inclusivity. Something the Daniel Sannwald lensed launch video (above) highlights and something she expanded on saying:
“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup
There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘Can you just change half of the equation?’ The answer is no. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.’”
Though billing her business as a “start-up,” Gaga has pieced together a team of 15 strong; included are beauty industry veterans, investors, and a key figure behind hugely successful mobile game Farmville.
Of Haus Labs, Gaga – a Grammy and Oscar winner – concluded:
“Look, you might want to look like the DuPont twins. You might want to look like Erin or Kitty… Or you might want to, oh my gosh, look like you. And that’s the nut that I really want to crack. I have a platform in the world. God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”