KNJ 4,170 Posted July 10, 2019 Share Posted July 10, 2019 This interview was referenced yesterday but a lot of ppl still asking questions that it answers. Copy pasting it abridged below. Apparently there's more on the site for professionals/subscribers too. https://www.businessoffashion.com/articles/bof-exclusive/lady-gaga-haus-laboratories-beauty-brand-details Revealed: Lady Gaga’s New Beauty Line 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.... ...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. No message of self-acceptance, no deal. “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?’” Lady Gaga said. “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.’”.... ....Ultimately, the success or failure of Haus has more to do with the conversation around the brand, rather than any individual product. “Look, you might want to look like the DuPont twins. You might want to look like Erin or Kitty [who appear in her brand video]... Or you might want to, oh my gosh, look like you. And that’s the nut that I really want to crack,” Lady Gaga said. “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.” "She's an intellectual, your honor" Link to post Share on other sites More sharing options...
Lady Rah Rah 2,000 Posted July 10, 2019 Share Posted July 10, 2019 So we aren't getting the products till September? Chromatica will live on forever. Link to post Share on other sites More sharing options...
Tom Nook 37,808 Posted July 10, 2019 Share Posted July 10, 2019 2 minutes ago, KNJ said: Want to read the full analysis for BoF Professionals? Click here. Uh Red Wine... Convict... Gah Gah... Link to post Share on other sites More sharing options...
KNJ 4,170 Posted July 10, 2019 Author Share Posted July 10, 2019 Just now, Lady Rah Rah said: So we aren't getting the products till September? It's just a month, they gotta promote it. Pre-order starts July 15. "She's an intellectual, your honor" Link to post Share on other sites More sharing options...
OpenHeartedMonster 1,078 Posted July 10, 2019 Share Posted July 10, 2019 1 minute ago, Lady Rah Rah said: So we aren't getting the products till September? I guess so Link to post Share on other sites More sharing options...
misunderstood 8,736 Posted July 10, 2019 Share Posted July 10, 2019 Finally! THIS is what LG6 was all along, I KNEW a September release was happening "I'd rather be poor and happy, than rich and alone" Link to post Share on other sites More sharing options...
KNJ 4,170 Posted July 10, 2019 Author Share Posted July 10, 2019 Just now, Gardevoir said: It's left over from the copy/paste. Click on top hyperlink for original article "She's an intellectual, your honor" Link to post Share on other sites More sharing options...
Andreu 37,216 Posted July 10, 2019 Share Posted July 10, 2019 4 minutes ago, Lady Rah Rah said: So we aren't getting the products till September? they've been saying this since the second it was announced Link to post Share on other sites More sharing options...
elijahfan 26,311 Posted July 10, 2019 Share Posted July 10, 2019 Ugh I thought someone was FINALLY gonna post the whole interview..... Link to post Share on other sites More sharing options...
KNJ 4,170 Posted July 10, 2019 Author Share Posted July 10, 2019 1 minute ago, elijahfan said: Ugh I thought someone was FINALLY gonna post the whole interview..... Is this not it "She's an intellectual, your honor" Link to post Share on other sites More sharing options...
OpenHeartedMonster 1,078 Posted July 10, 2019 Share Posted July 10, 2019 2 minutes ago, elijahfan said: Ugh I thought someone was FINALLY gonna post the whole interview..... It was here like half an hour ago but got deleted. I think it's because the paywall thing Link to post Share on other sites More sharing options...
elijahfan 26,311 Posted July 10, 2019 Share Posted July 10, 2019 1 minute ago, KNJ said: Is this not it You wrote it yourself, there's more for subscribers. Link to post Share on other sites More sharing options...
KNJ 4,170 Posted July 10, 2019 Author Share Posted July 10, 2019 6 minutes ago, OpenHeartedMonster said: 10 minutes ago, elijahfan said: Ugh I thought someone was FINALLY gonna post the whole interview..... It was here like half an hour ago but got deleted. I think it's because the paywall thing But that'd be a business analysis right? Just technical industry talk not more interview? Did you catch a glimpse of it before it got pulled? "She's an intellectual, your honor" Link to post Share on other sites More sharing options...
Reginald 13,841 Posted July 10, 2019 Share Posted July 10, 2019 September? Plenty of time for LG6 lead before then Link to post Share on other sites More sharing options...
SJAG 1,597 Posted July 10, 2019 Share Posted July 10, 2019 10 minutes ago, elijahfan said: Ugh I thought someone was FINALLY gonna post the whole interview..... I did before but it got deleted. Link to post Share on other sites More sharing options...
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