Sephora unveils ‘We Belong To Something Beautiful’ campaign with Haus Labs by Lady Gaga
Sephora has launched its “We Belong To Something Beautiful” campaign with Haus Labs by Lady Gaga in partnership with the Born This Way Foundation.
The star of the initiative is a new film starring Lady Gaga, which showcases her vision of beauty being part of a kind, inclusive, joyful and inspiring community where individuals can safely explore and express themselves.
In addition, the film highlights “Classes for Confidence,” a program that brings community members together around a shared passion of beauty and storytelling, the beauty retailer noted.
“At Sephora, we're driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Deborah Yeh, global chief marketing officer of Sephora. “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.”
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From June 1 to 30, $1 USD from every Haus Labs product purchased at Sephora will be donated to the Born This Way Foundation, a nonprofit co-founded by Lady Gaga and her mother Cynthia Germanotta, that empowers and inspired young people to build a kinder and braver world that supports their mental health.
“Haus Labs is built on the belief that artistry and self-expression are tools of empowerment,” said Angela Simpson, chief marketing officer, Haus Labs by Lady Gaga. “This campaign is about showing up as you are and celebrating what makes each of us unique. We’re proud to partner with Sephora to support the next generation of changemakers."
Donations will go to the Born This Way Foundation’s Kindness in Community Fund, a youth-driven global grant making program that funds grassroots organizations that support the mental health and well-being of young people by providing safe community spaces and resources that reflect the foundation and Sephora’s commitment to building a kinder and braver world for young people.
“Born This Way Foundation has always been driven by the passion and leadership of young people, a vision my daughter, Lady Gaga, and I shared from the start," said Cynthia Germanotta, president and co-founder of Born This Way Foundation. "We’re honored to partner with Sephora and Haus Labs to reach even more young people with the message that they are seen, valued, and supported.”
All donations will be directed from 20 markets where Sephora operates including Bulgaria, Canada, Czech Republic, Denmark, France, Germany, Greece, Hong Kong SAR, Italy, Poland, Portugal, Romania, Serbia, Singapore, Spain, Sweden, Switzerland, Thailand, the United Kingdom and the United States.
Lastly, through Pride Month, and for the second year in a row, Sephora will bring back its “Brave Spaces” * in selected stores around the world, to offer a welcoming environment for LGBTQIA+ community members and allies at Pride to safely create their Pride looks and, if they wish so, have them removed after Pride celebrations.
