Client
Haus Labs by Lady Gaga

Objective
Help Lady Gaga relaunch her cosmetics brand as a high tech, high performance, clean makeup and skincare line where the strength of the brand and products supersede her celebrity namesake.

Scope
Brand strategy, visual and verbal identity, packaging design, DTC site design and development and go-to-market launch strategy at Sephora.

My Role

• Day-to-day strategic partner to the Haus Labs CMO and Lady Gaga's brand team

• Led the internal agency team of strategists, art directors and designers

• Guided the work from strategic concept through to launch execution at Sephora

Results
Debuted in all North America Sephora stores within 4 months of launch, with a global European rollout the following year. Has become one of the most revered celebrity beauty brands on the market.