gagzus 16,008 Posted July 9, 2019 Share Posted July 9, 2019 Revealed: Lady Gaga’s New Beauty Line The singer opens up to BoF exclusively about her highly anticipated beauty brand, Haus Laboratories, and her decision to link up with Amazon as the venture’s retail partner. In an exclusive interview with BoF, Lady Gaga shares details of her new cosmetics line. Continue reading for an excerpt below, and click here to read the full story. NEW YORK, United States — Lady Gaga has sold millions of albums over the last decade and, as the lead in “A Star Is Born,” helped make that film a smash. Now, she’s taking on perhaps her toughest role yet: beauty entrepreneur. In an exclusive interview, Lady Gaga gave BoF the world’s first look at her new cosmetics line, Haus Laboratories. The brand 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. Starting in September, Haus will sell kits combining lip gloss, lip liner and all-over colour, preceded by a two-month marketing blitz that kicked off Tuesday with a video shot by Daniel Sannwald. “Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” the singer said, though she hinted that a full collection is on the way. The singer and actress has long positioned herself as the embodiment of authenticity and inclusivity, traits consumers have come to demand from new beauty brands, whether it’s launching with 40 shades of foundation or crowdsourcing ideas from Instagram. Haus Laboratories is set up to be the opposite of the filtered, Facetuned brand of “authenticity” spawned by the Instagram era. Lady Gaga has immense ambitions for her brand, which marks her first independent business venture. Her end goal of building a global cosmetics empire is clear from her choice of retail partners: Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon. The e-commerce giant 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. The decision to go with Amazon, rather than specialty beauty retailers like Sephora or Ulta, is not without risks. Though cosmetics sales on the site are growing fast, it has yet to cement its status as a beauty destination, or prove it can launch a high-profile brand in the spaces. Many customers view Amazon as a place to stock up on cheap, generic makeup, not the celebrity branded “masstige” offerings of Haus. Lady Gaga said the choice was a no-brainer — only Amazon would give her free rein to build her brand around the twin messages of self-acceptance and confidence that have defined her personae since the early 2000s. https://www.businessoffashion.com/articles/bof-exclusive/lady-gaga-haus-laboratories-beauty-brand-details Link to post Share on other sites More sharing options...
bees and honeyy 542 Posted July 9, 2019 Share Posted July 9, 2019 Doesn’t this basically confirm that there will not be a concealer/foundation range? Surely she wouldn’t partner with Amazon when there would be no way of shade matching (because let’s be honest, no one can successfully shade match with a screen). I guess this means that the range will be limited to the same old eyeshadow palettes, lipsticks and highlighter kits. Hope she’ll pull it out of the bag otherwise she’ll be ripped to shreds Link to post Share on other sites More sharing options...
Amen Fashion 1,148 Posted July 9, 2019 Share Posted July 9, 2019 Wow excited hope this turn out good! Well everyone somehow has amazon. Or used amazon as a platform so should work out I guess Link to post Share on other sites More sharing options...
Phaye Monster 8,741 Posted July 9, 2019 Share Posted July 9, 2019 1 minute ago, honeyy said: Doesn’t this basically confirm that there will not be a concealer/foundation range? Surely she wouldn’t partner with Amazon when there would be no way of shade matching (because let’s be honest, no one can successfully shade match with a screen). I guess this means that the range will be limited to the same old eyeshadow palettes, lipsticks and highlighter kits. Hope she’ll pull it out of the bag otherwise she’ll be ripped to shreds The article did say she wanted to have a full collection, but hinted that it would start with eye kits and then progress. She wouldn’t limit herself to just one area of makeup. OT: Amazon is an interesting choice, but it’s easily accessible so I could see this having good sales, whereas Fenty was quite hard to get a hold of until they started to bring it out in Boots here in the UK I'm an ARTPOP bitch, baby Link to post Share on other sites More sharing options...
bees and honeyy 542 Posted July 9, 2019 Share Posted July 9, 2019 3 minutes ago, honeyy said: Doesn’t this basically confirm that there will not be a concealer/foundation range? Surely she wouldn’t partner with Amazon when there would be no way of shade matching (because let’s be honest, no one can successfully shade match with a screen). I guess this means that the range will be limited to the same old eyeshadow palettes, lipsticks and highlighter kits. Hope she’ll pull it out of the bag otherwise she’ll be ripped to shreds with that being said, this ensures promo and she’ll definitely get the word out which is good! Link to post Share on other sites More sharing options...
LateToCult 40,910 Posted July 9, 2019 Share Posted July 9, 2019 Don’t regular people like to see the shades they’re buying in person though? Nnn. This is gonna be interesting. As long as she snagged an Amazon deal for LG6 I guess. Link to post Share on other sites More sharing options...
Pop Music 20,540 Posted July 9, 2019 Share Posted July 9, 2019 Just got amazon prime so me on July 15th Pop Music and Lady Gaga forever! Link to post Share on other sites More sharing options...
RAMROD 109,709 Posted July 9, 2019 Share Posted July 9, 2019 Me after getting my order shipped to my door (ﾉ◕ヮ◕)ﾉ✧*:･ﾟ dancin' until i'm dead (*´艸｀*) ♡♡♡ Link to post Share on other sites More sharing options...
bees and honeyy 542 Posted July 9, 2019 Share Posted July 9, 2019 Just now, Phaye Monster said: The article did say she wanted to have a full collection, but hinted that it would start with eye kits and then progress. She wouldn’t limit herself to just one area of makeup. Oh I see! Perhaps the Amazon deal is just to start with then? I can’t see her not wanting to expand to be accessible in more places Link to post Share on other sites More sharing options...
gagzus 16,008 Posted July 9, 2019 Author Share Posted July 9, 2019 1 minute ago, honeyy said: Doesn’t this basically confirm that there will not be a concealer/foundation range? Surely she wouldn’t partner with Amazon when there would be no way of shade matching (because let’s be honest, no one can successfully shade match with a screen). I guess this means that the range will be limited to the same old eyeshadow palettes, lipsticks and highlighter kits. Hope she’ll pull it out of the bag otherwise she’ll be ripped to shreds i'm sure eventually if it becomes a huge success, she'll start selling in at least one major store because testing products irl makes people want to buy them more. I think doing this is best for now since there's so much conversation about shade range and i'm sure gaga's aware of it. In the interview they say it's all-over colour pigments, liners, lip glosses and eyeshadows for now. She'll probably start selling like a 50 shade range of foundation if it becomes successful because i can totally see Sephora begging to sell it Link to post Share on other sites More sharing options...
AdmistTheLight 2,269 Posted July 9, 2019 Share Posted July 9, 2019 I don't know much about make up to know if this is good or not, but don't people like to try on make up before purchasing? I have friends who spend hours in the store trying things. Liberaté mi amor Link to post Share on other sites More sharing options...
GypsyBabe 22,836 Posted July 9, 2019 Share Posted July 9, 2019 Interesting choice...she sure does love to take risks. I'm intrigued to see how this pans out. Does this mean there will be no stores at all? Also, I am not too upset if she doesn't do foundation. That sh*t is tired with every single brand trying to beat each other with formulas and shades. The market is oversaturated at this point. Edgy eye kits would be so cool. ⚯͛ Link to post Share on other sites More sharing options...
bees and honeyy 542 Posted July 9, 2019 Share Posted July 9, 2019 Just now, gagzus said: i'm sure eventually if it becomes a huge success, she'll start selling in at least one major store because testing products irl makes people want to buy them more. I think doing this is best for now since there's so much conversation about shade range and i'm sure gaga's aware of it. In the interview they say it's all-over colour pigments, liners, lip glosses and eyeshadows for now. She'll probably start selling like a 50 shade range of foundation if it becomes successful because i can totally see Sephora begging to sell it yeah, i just hope the eyeshadow palettes aren’t too james x morphe-ish. like, it’d be nice if she had a few smaller palettes with different colour stories rather than one all-encompassing palette Link to post Share on other sites More sharing options...
gagzus 16,008 Posted July 9, 2019 Author Share Posted July 9, 2019 2 minutes ago, Phaye Monster said: OT: Amazon is an interesting choice, but it’s easily accessible so I could see this having good sales, whereas Fenty was quite hard to get a hold of until they started to bring it out in Boots here in the UK yeah i know, i had to travel to Edinburgh to Harvey Nicholas for her foundation and even now the nearest Boots that sells it is still half an hour away. I suspect if Gaga's brand becomes huge (since she says in the article she WANTS it to become a cosmetics empire) she'll probably sell in Fenwicks in the UK first Link to post Share on other sites More sharing options...
Reginald 13,841 Posted July 9, 2019 Share Posted July 9, 2019 An e-commerce brand? I def did NOT expect that. Link to post Share on other sites More sharing options...
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