Why Does Lady Gaga Create Its Own Color Make-Up Brand And Get The Top VC In Silicon Valley?

From 2 a.m. to 10 a.m. in Beijing on April 19th, a 8 hour interval concert screens the major social networking sites around the world. The "One World: Together At Home" (the same world is united at home) is the world top star anti epidemic charity performance. It was launched by the American female singer Lady Gaga. WHO WTO joint international public interest organization Global Citizen was held. As of now, nearly $130 million has been raised, and only micro-blog hits 700 million times.

What we want to explore today is the mastermind of this concert, the color make-up brand Haus Laboratories, founded by Lady Gaga. Lady Gaga has always been popular among the people, but many people may not yet know the story behind the song's make-up brand.

The word "Haus" comes from German, and House, meaning "home" in English, indicates that this brand is the result of her joint efforts with her creative team behind the scenes.

Around 2017, Lady Gaga team began to contact Silicon Valley famous Vc firm Lightspeed Venture Partners (hereinafter referred to as "Lightspeed"). Under the guidance of the whole process of "incubator", the brand was formally created; in July 2018, Lightspeed announced that it invested Lady Gaga personal cosmetics brand Haus Laboratories; July 2019, the convergence was personal. Instagram account announced that the brand was officially launched.

"This is not just another beauty brand." (this is not just another beauty brand) opens the brand official website, but this sentence defines the make-up brand Haus Laboratories.

"Lady Gaga" in the eyes of the masses

Lady Gaga is an American Italy singer, composer and actor, whose name is Stefani Joanne Angelina Germanotta.

As a teenager, she began to take part in various performance activities and drop out of school to become a professional musician. After winning the title of "Just Dance" and "Poker Face", she became famous. In 2019, she won the best original single Oscar award from the movie "A Star Is Born" theme song "Shallow".

It is worth mentioning that Lady Gaga is also known for its philanthropy and public interest. Even its stage name is related to this: in 1985, the world's charity concert, Live Aid, the Queen's classic "Radio Ga Ga" is the inspiration for Lady Gaga. Therefore, the One World: Together At Home concert is also known as Live Aid 2.

As a victim who has been sexually assaulted, she is committed to representing and encouraging disadvantaged groups to speak out bravely. At the Oscar prize presentation ceremony in 2016, Lady Gaga shared the theme of the The Hunting Ground Til It Happens To You with dozens of victims who had suffered together. In January 2019, after the exposure of American male singer R.Kelly sexual assault case, Lady Gaga first set off a track for cooperation with her, and expressed a public apology.

As a matter of fact, since 2009, Lady Gaga has been involved in beauty make-up. It has participated in the public welfare initiative of the cosmetics brand M.A.C, launched the lip gloss series jointly, supported the AIDS research with sales support, and launched the same name perfume Lady Gaga Fame in 2012 with the US cosmetic giant Coty (Cody) company.

The brand introduction of Haus Laboratories official website is not only "pure Vegan" and "zero cruelty Cruelty-Free", but also focuses on the inclusive value of "beauty": the beauty of make-up is not traditional evaluation by others, but a kind of self expression.

When announcing the launch of personal make-up brand, Lady Gaga once made a heartfelt statement on personal Instagram and brand official website, describing the significance of make-up to her life:

"At a green age, I never found my beauty. I try to dig out the beauty of the inner and outer body, and in the process, I find the power of make-up.

I remember seeing my mother make-up every morning when she was a child. She was one of those hardworking women who shone on her brave face. So I tried to make up and wanted to be as brave as my mother and to realize my dream. Later, I created the "Lady Gaga".

I am in the mirror, the one I want to be, the super hero in my heart. Not everyone can be born with beauty, but I am very grateful that make-up has stimulated my courage and I have never had any strength before. By changing myself, I discovered my beauty by creating myself. Some people say I am very weird, but I want to say that I was born so.

"Lady Gaga" in the eyes of investors

"At first, I was only an Artiste to her (Lady Gaga), but after thorough understanding, I found that she had a very strong business sense." Lightspeed partner, Silicon Valley famous female investor Nicole Quinn so commented on Lady Gaga.

In the process of cooperation, Nicole Quinn, which has always been concerned about women's entrepreneurship, is deeply impressed by the quality of entrepreneurs in Lady Gaga.

"Determination and passion for make-up": Lady Gaga suddenly said, "I'm actually experimenting with something. I'll show you in the car now."

"Business savvy entertainers": she will actively understand who her fans are and be keen to see her needs. Lady Gaga did not know much about financial knowledge from the beginning, and then asked for some specific data items in the balance sheet when he met later.

"Every detail, hands-on": Lady Gaga often works for Haus Laboratories until four in the morning, sometimes it will send some self portrait in work. From the color number, the design of each product, the background music in each promotional video to the selection of each model, she must take part in it.

"Cross border entrepreneurship, talent and talent": Lady Gaga initially expressed to Lightspeed the biggest demand for entrepreneurship -- "talent". She admits that she is competent for the chairman and chief creative officer. But for the sake of cross-border entrepreneurship, she needs senior veterans to help. After several twists and turns, Haus Laboratories finally invited the former chief digital officer Ben Jones, who helped Hollywood star Jessica Alba build The Honest Company brand as chief executive officer, and served as chief marketing officer of Milk, Benefit and Jones.

Choose Amazon

It was also under the leadership of Ben Jones, the brand CEO, that Haus Laboratories decided to launch exclusive cooperation with the US e-commerce giant Amazon.

Based on the global influence of Lady Gaga, the brand decided to expand the US and overseas markets from the first day. Amazon's huge user base and global market layout capabilities meet the needs of the brand. Haus Laboratories is now open to sales on 9 platforms in three continents.

In addition, Amazon platform has a strong tolerance to the mass market, so that everyone (rather than just serving part of the group) can easily purchase. This is the consensus reached between Haus Laboratories and Amazon in terms of brand positioning and values. The two sides also negotiated the price of commodities repeatedly, and ultimately lowered the price of the brand in its own official website and Amazon platform, which is more suitable for the purchasing power of the largest number of consumers.

In an interview, Lady Gaga commented on the exclusive partnership with Amazon: "if it works with other companies, it is difficult to fully implement the" inclusiveness ". If it is not the same as that of other partners, or if the product is not enough for consumers, it will probably require me to make some changes. And my answer to that is No, no way.

Above: user comments on Haus Laboratories best selling Eyeliner

In July 15, 2019, the brand Haus Laboratories launched exclusive pre purchase on the Amazon (Amazon) platform, which is also the first exclusive selling brand of the Amazon platform.

From the list of best sellers, Waterproof Eyeliner is 20 dollars, lip gloss, Lip Glaze 18 dollars, ten color eye shadow $34, lip three piece 49 dollars, positioning in the US market. Among them, SPARKLE LIPSTICK ranks first among Amazon's best lipstick lists.

Another news about Lady Gaga recently is that she will play the leading role in the biographical film "Gucci" in November 24th of next year, and her relationship with fashion circle is approaching another level.

This film is about the case of Patrizia Reggiani, an ex wife of Maurizio Gucci, the third generation heir of the Gucci family in Italy. She was hired by the legendary movie star Ridley Scott, adapted from the Sara Gay Gay works, "the first, the second and the third."

According to Wikipedia, the estimated personal wealth of Lady Gaga in 2020 is about $320 million.