Pop star Lady Gaga will launch her own beauty brand, called Haus Laboratories, exclusively for Amazon. Starting from September, the label will be for sale in nine countries.
Getting an image
The exclusive partnership with the singer illustrates how far the world's biggest e-tailer will go to claim a part of the cosmetics market. Earlier on, Jeff Bezos' wealthy company also launched a series of care and make-up products under private label Belei. Belgium is not one of the nine countries where the products will become available in September, unlike Germany.
Lady Gaga is obviously not the first star to launch her own cosmetics line: singer Rihanna (Fenty Beauty) and actress Drew Barrymore (Flower Beauty) have done the same thing before. According to our retail expert Stefan Van Rompaey, this is a very profitable model and it allows celebrities to grow into a real brand, "since selling records is no longer their main source of income".
For Amazon, this is mostly a way to get an image and an identity for themselves, Van Rompaey says. "Amazon does not have a specific image and that is difficult if you want to be an attractive store to an audience interested in the fashion and cosmetics world, where such things are important."