Dive Brief:
- Sephora launched its “We Belong to Something Beautiful” campaign with Haus Labs by Lady Gaga in partnership with the Born This Way Foundation, the beauty retailer announced Wednesday.
- The campaign features Lady Gaga discussing her vision of beauty, which entails “being part of a kind, inclusive, joyful, inspiring community, where everyone can safely explore and express themselves” which mirrors Sephora’s purpose and vision, the retailer said.
- Sephora is also bringing back Brave Spaces, a dedicated area where LGBTQIA+ customers and allies can get help from Sephora Beauty Advisors to craft their Pride looks. The spaces will be in select locations across 74 cities, according to the press release.
Dive Insight:
Sephora’s new campaign marks the continuation of its relationship with Haus Labs by Lady Gaga. Last August, Sephora at Kohl’s began selling products from the brand in its shop-in-shops and on the department store’s website. Haus Labs launched its products at Sephora U.K. in June 2023 and in Sephora Europe last March.
“At Sephora, we’re driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” Deborah Yeh, global chief marketing officer of Sephora, said in a statement. “Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us.”
Before rebranding from Haus Laboratories to Haus Labs in 2022, the company previously had Amazon as its major retail partner.
As Sephora turns its attention toward the LGBTQIA+ community, some retailers have reversed course on their diversity, equity and inclusion efforts. Other retailers remain committed to their diversity efforts.
Tractor Supply has faced backlash following its decision to end its DEI initiatives, and Target CEO Brian Cornell attributed its suboptimal Q1 performance in part to consumer backlash stemming from its January DEI changes.