Haus Labs Taps Emily in Paris Star for Concealer Campaign

Lady Gaga's beauty brand Haus Labs has signed actress Philippine Leroy-Beaulieu as the face of its new 'We Love Concealer' campaign. The campaign spotlights the brand's Triclone Skin Tech Collection and its bestselling complexion products.

The French actress, best known for playing Sylvie Grateau in Netflix's Emily in Paris, was chosen as a symbol of Parisian style. The campaign aims to celebrate beauty at every age, according to the brand.

Campaign Focus and Messaging

Haus Labs Chief Brand Officer Katharina Korbjuhn said the actress embodies 'French chic'. "Philippine is the epitome of 'French chic', something women globally aspire to," Korbjuhn stated. She described the campaign's inspiration as an energy driven by attitude and personal happiness, not confined by age or looks.

The brand wants its products to support an idea of self. Leroy-Beaulieu echoed this sentiment in her own statement. She said she believes confidence comes from embracing who you are and evolving.

Leroy-Beaulieu's Background

Philippine Leroy-Beaulieu is the daughter of actor Philippe Leroy and model Françoise Laurent. She made her screen debut in the 1983 film Surprise Party. Her career includes a role in the 1985 comedy Three Men and a Cradle.

She is not new to beauty campaigns. Last year, she starred in a campaign for L’Oréal Paris’ Age Perfect Collagen Expert line in France.

Haus Labs Brand Evolution

Lady Gaga, whose real name is Stefani Germanotta, first launched her beauty brand in 2019 under the name Haus Laboratories. She was the first beauty founder to secure an exclusive deal with Amazon for beauty products.

The brand underwent a significant revamp in 2022. It was renamed Haus Labs and given fresh branding. The product line was reformulated to focus on clean formulations and active ingredients. The new 'We Love Concealer' campaign follows the brand's earlier successful 'We Love Foundation' campaign.

Leroy-Beaulieu said she finds it beautiful to be part of a brand that gives everyone the freedom to see beauty in their own way. The campaign continues Haus Labs' focus on individuality and self-expression.