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Lady Gaga launches make-up brand with exclusive Amazon deal

By | Published on Thursday 11 July 2019

Lady Gaga has gone into marketing nonsense overdrive while announcing the launch of her new make-up line, which is to be sold exclusively through Amazon.

She launched the new Haus Laboratories range yesterday with a video in which Gaga proclaims: “The last thing the world needs is another beauty brand. But that’s too bad”.

Having acknowledged that there is absolutely no need for her to do this, she then adds: “They say beauty is in the eye of the beholder. But at Haus Laboratories we say beauty is how you see yourself”.

Could you not behold yourself? Well, whatever, Haus Laboratories will start selling make-up kits through Amazon – and only Amazon – in September. They will be available in nine countries at launch, including the UK. Although initially limited, it’s expected that a larger collection will follow, presumably if this initial offering proves successful.

But why Amazon? Well, because Amazon didn’t mess the Gaga around. She tells The Business Of Fashion: “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”.

However, “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'”.

I don’t know if that’s exactly what Amazon said in the meeting. Maybe changing the world with beauty was second on the agenda after the big plan for total liberation.

Because, as for why she wants to get into flogging some make-up, Gaga explains: “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”.

Well, that’s all that cleared up then. It’s nice that no one seems to have got into this make-up malarkey just to make money. So I’m sure they’ll all be delighted if it’s a financial flop.



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