Love Gaga But Hate The Advertising

Why would an immensely talented singer-celebrity that built her entire career on differentiation suddenly use misleading and crowded-market cliches to sell her product?

Differentiation in Marketing is everything says Christine C Oddo
Differentiation Is Everything in Marketing

Lady Gaga lit us up beyond with her talent and differentiation. Born This Way is the celebratory anthem for all our unique identities.  She has shown us fabulosity and differentiation at levels like never before.  Her talent and style are unparalleled. I love Lady Gaga –  and hate having this opinion of her advertising. That’s why its killing me to write this.

It’s not her- It’s this ad for Haus Beauty that I really struggle with.

As both a marketer and a consumer brand founder, I can’t hold it inside any longer.

Have to get this one the record and review Lady Gaga's Advertising for Haus Beauty says Christine C. Oddo
Have To Let This Out

Spotted on TikTok, this roughly 1-minute long ad is a highly produced advertisement. This is not a spontaneous riff the platform is so well known and loved for.

Lady Gaga’s differentiation + Sephora’s Resources Can Be Better Leveraged Than This Mass Market Over-Hyped + Misleading Ad

OK, so my apologies and explanation are now complete. Catch this video breakdown as I flip between makeup brand owner and my marketing and regulatory background.  

A lot is spent on the message of “Clean Beauty”. There is no legal framework for this marketing claim. Without a legal ring fence, it has created all kinds of shadowy brand and product promotion. It’s quite rampant at the moment too. Admittedly, in the very beginning, I used this messaging too. I knew better. I soon stopped.

There is no such thing as "Clean Beauty" Its just a huge marketing trend right now says Christine Oddo
There is no such thing as “Clean Beauty” It’s just Marketing Jargon That’s On Major Trend Right Now

Do I have ideas to create a better ad and campaign? Yes. Tons. Bet you do too. Lady Gaga is an authentic marketer’s dream client. What happened here? Is this a case of good ideas killed in the boardroom? She could just be her more raw self and still sell tons of product.

Available exclusively at Sephora, revenue is reported by WWD at about $142M. That’s fantastic.

Sephora originally was known where makeup artistry and creativity flocked to flourish. I know this. I was there and a part of that exciting time. I developed the Kat von D product launch collection for Sephora and Kat. This was Sephora’s very first outside brand ownership. It was a super exciting time. The initiative was extremely successful. Maybe that’s why this advertising bugs me so much.

Christine C. Oddo created the product collection for launch in Sephora for the Kat von D brand.
I created the Kat von D launch Collection for Sephora.

2 creative juggernauts; Lady Gaga and Sephora have teamed up and are messaging in a super-crowded space that has a great deal of dubious claim, no legal boundaries and seemingly irrelevant to both brands. With great ease, their combined creative power, differentiation, and resources could generate so many more effective campaign options.

It would be great to see that happen.

Regards, from your grateful product developer, reviewer of beauty advertising and founder of Mettalusso

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