Lady Gaga to launch Haus Laboratories beauty line exclusively on Amazon
After months of speculation, eccentric multi-talented performer Lady Gaga has revealed that she will be releasing her Haus Laboratories cosmetics line later this year, having signed an exclusive deal for its launch with global e-commerce giant Amazon.
The debut collection, which will mark the first exclusive launch of a major beauty brand on the e-tail platform, will drop simultaneously in nine different countries in September of this year. Selected markets include the U.S., the UK, France, Germany and Japan.
Explaining her choice to team up with Amazon in an interview with The Business of Fashion, Lady Gaga pointed out that working with other partners could have compromised the message of inclusivity that she hopes to convey through the new brand.
"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," she said, going on to describe her partnership with Amazon as, "wonderful because this was like, 'Let's make a deal, let's make a deal to change the world with their beauty'."
The singer also revealed that the label's launch collection will feature color cosmetics for eyes, lips and cheeks organized into "six shades families." Three-product kits will also be available, priced at $49.
Haus Laboratories already has Twitter and Instagram accounts, as well as a site, which has been live since the beginning of the year, but now features a timer counting down to July 15, when the launch collection will be available to pre-order. Fans can also sign up to receive updates about the brand via e-mail.
The beauty label also released a teaser on Monday. The one-minute video begins with Lady Gaga stating, "the last thing the world needs is another beauty brand… but that’s too bad," before launching into a speech on self-expression and self-acceptance.
"They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself. Your glam. Your expression. Your artistry. We want you to love yourself," says the Oscar-winning songwriter, concluding with the tagline, "Our haus. Your rules."
The brand’s focus on inclusivity and self-expression – also evident in the teaser’s diverse casting – is right on message for Lady Gaga but also fits neatly in with current industry trends and follows in the footsteps of fellow celebrity cosmetics label and enviable success story, Fenty Beauty by Rihanna.
This approach, coupled with the hype already building around its launch, should set Haus Laboratories up for a strong push off the starting blocks, while its exclusive deal with Amazon, despite being unconventional for a beauty brand, should lend it formidable reach right off the bat.
Lady Gaga, who has previously launched a lipstick for MAC Cosmetics' "Viva Glam" collection, first fueled rumors that she would be setting up a beauty business of her own when her company, Ate My heart Inc., filed an application to trademark the brand name "Haus Beauty" in mid-2018.
Although the looks featured in Monday’s teaser heavily imply that the label's color cosmetics offering will be built around bold shades, no visuals of the launch collection’s products have been released thus far.
Fortunately for fans keen to catch a glimpse of Mother Monster's first fully fledged foray into beauty, with pre-orders going live in less than a week's time, the wait will soon be over.
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