Gaga's Exclusive Haus Beauty Interview

[LetsGetHigh 52,683]

You're not allowed to paste the whole article. It needs to be 50% or less or you're gonna get a WP from a certain Haroon.

[OpenHeartedMonster 1,078]

10 minutes ago, KNJ said:

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?

I read it through yes but didn't copy it or anything 

[OpenHeartedMonster 1,078]

4 minutes ago, LetsGetHigh said:

You're not allowed to paste the whole article. It needs to be 50% or less or you're gonna get a WP from a certain Haroon.

If @SJAG puts the rest of it here then there wouldn't be any worry about WP right? The rest of it is under 50% 

[NewUsername 11,443]

33 minutes ago, KNJ said:

This interview was referenced yesterday but a lot of ppl still asking questions that it answers. Copy pasting it 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

A Business Of Fashion Exclusive

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 reveals details of her new cosmetics line. Get the summary below or click here to read the full analysis for BoF Professionals.

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.

Lady Gaga's Haus Laboratories | Source: Courtesy

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.

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.’”

Lady Gaga assembled a team of 15, ranging from beauty industry veterans to a former executive at Zynga, the mobile gaming company behind Farmville, to implement her vision. For what she terms her “start-up,” she has secured backing from Lightspeed Ventures, an investor in category disruptors like Goop and Stitchfix.

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.”

Want to read the full analysis for BoF Professionals? Click here.

 

31 minutes ago, Gardevoir said:

 

27 minutes ago, elijahfan said:

Ugh I thought someone was FINALLY gonna post the whole interview.....

There's not a lot more in the larger article. It's just the news I brought on here about the prices, the packaging and her going incognito in NY after the interview + the same info as in the shorter version but with other words. And also explanations about the game company she's collaborating with etc.

[JazzGa 14,621]

Thank you so much for posting the whole article, I hate when GGDsters are so thirsty for the hit thread that they just post one clickbait quote and don't link to the whole thing

 

Edit: Is anyone else hyped about the line "two month marketing blitz"? This makes me think we are in for 2 months of heavy promo!! !yaaaaaaass!

[KNJ 4,170]

13 minutes ago, NewUsername said:

her going incognito in NY after the interview

[monketsharona 82,766]

I'll be very honest I find her arguments to sell the products quite weak for the moment. As if she's doing this because it's cool and making her earn big money. Not because she has something innovative and different to sell. 

I mean when she justifies her deal with Amazon, girl, I don't see why you accepted it instead of other propositions apart because it's giving you more exposure and money. Definitely not in order 'to change the world with their beauty.' 

Anyway the visual and music is top notch. Just for this : 

[elijahfan 26,363]

2 minutes ago, monketsharona said:

I'll be very honest I find her arguments to sell the products quite weak for the moment. As if she's doing this because it's cool and making her earn big money. Not because she has something innovative and different to sell. 

I mean when she justifies her deal with Amazon, girl, I don't see why you accepted it instead of other propositions apart because it's giving you more exposure and money. Definitely not in order 'to change the world with their beauty.' 

Anyway the visual and music is top notch. Just for this : 

I mean they have a product to sell, they're not philanthropists  Doesn't change the fact there can be good intentions at the root of it.

[NewUsername 11,443]

3 minutes ago, monketsharona said:

I'll be very honest I find her arguments to sell the products quite weak for the moment. As if she's doing this because it's cool and making her earn big money. Not because she has something innovative and different to sell. 

I mean when she justifies her deal with Amazon, girl, I don't see why you accepted it instead of other propositions apart because it's giving you more exposure and money. Definitely not in order 'to change the world with their beauty.' 

Anyway the visual and music is top notch. Just for this : 

You're right, when I'd like to sell something, I'd also choose for a platform that gives me less exposure than one that helps me sell more ... 

[Didymus 34,380]

2 minutes ago, elijahfan said:

I mean they have a product to sell, they're not philanthropists  Doesn't change the fact there can be good intentions at the root of it. 

More like: at the root of it there's the ambition to make money but some good intentions are added as an extra (and easily marketable) layer later on

[monketsharona 82,766]

Just now, elijahfan said:

I mean they have a product to sell, they're not philanthropists 

Of course, I know it's not sales-oriented to say 'hey I'm craving of money, buy my things'. But why making this brand a philantropist thing while it's not ?

I think she should be more focusing on how the products are differents and innovative comparing to what is already sold than making it look like it's for people to love themselves and blablabla

Anyway like I said I'm sure she'll have more opportunities to promote the whole things and she may have more things up her sleeves.

[NewUsername 11,443]

14 minutes ago, KNJ said:

 

[Didymus 34,380]

1 minute ago, monketsharona said:

I think she should be more focusing on how the products are differents and innovative comparing to what is already sold than making it look like it's for people to love themselves and blablabla 

100%.

I mean, she sort of even addressed it herself by saying "the last thing the world needs is another beauty line" and then she gave no convincing answer for why she's selling yet another one The message is great and actually quite thought-provoking when she explains it but, yes, the point is: what's the product and why is it useful? The message is nice and all but if that's all there is to it, that's not good.

I'm still left in the dark about why these products themselves are actually worthy of any attention, I hope she'll speak out about it soon. With the Fame perfume the message and the product were actually one and the same, I liked that a lot more.

[MonsterMom 12,647]

1 minute ago, monketsharona said:

Of course, I know it's not sales-oriented to say 'hey I'm craving of money, buy my things'. But why making this brand a philantropist thing while it's not ?

I think she should be more focusing on how the products are differents and innovative comparing to what is already sold than making it look like it's for people to love themselves and blablabla

Anyway like I said I'm sure she'll have more opportunities to promote the whole things and she may have more things up her sleeves.

Because an emotional element will make people buy. That is sales 101. She might have a great product, but there are a lot of great products out there. Her appealing to people’s emotions is a very smart way to set herself apart

[Didymus 34,380]

4 minutes ago, MonsterMom said:

Because an emotional element will make people buy. That is sales 101. She might have a great product, but there are a lot of great products out there. Her appealing to people’s emotions is a very smart way to set herself apart 

So then you're admitting the main motivation here is to make money and not to do some kind of social charity slash public art thing? 'cause, absurdly, the majority of the fanbase is currently believing the latter option