Haus Labs Signs Philippine Leroy-Beaulieu

Lady Gaga's cosmetics brand, Haus Labs, has enlisted actress Philippine Leroy-Beaulieu to lead its latest marketing push. The campaign, titled 'We Love Concealer', spotlights the brand's bestselling complexion products.

Leroy-Beaulieu, the 63-year-old French actress known for her role in Emily in Paris, is the new face of the Triclone Skin Tech Collection campaign. This follows the brand's previous 'We Love Foundation' initiative. According to Haus Labs' Chief Brand Officer Katharina Korbjuhn, the actress was chosen because she has become a symbol of Parisian style.

Campaign Philosophy

The campaign aims to celebrate beauty at every age. Katharina Korbjuhn stated that Leroy-Beaulieu is the epitome of 'French chic', a quality women globally aspire to. She described it as a 'je ne sais quoi' that relates to Haus Labs, defining beauty as a state of mind.

Korbjuhn said the campaign was inspired by an energy not confined by age or looks, but driven by attitude and personal happiness. The brand wants its products to support this idea of self.

The New Face

Philippine Leroy-Beaulieu is best known for playing powerful marketing executive Sylvie Grateau for five seasons in Netflix's Emily in Paris. She is the daughter of actor Philippe Leroy and model Françoise Laurent. Her screen debut was in the 1983 film Surprise Party.

She is no stranger to beauty campaigns, having starred in a campaign for L’Oréal Paris’ Age Perfect Collagen Expert line in France last year. Leroy-Beaulieu shared her personal philosophy on beauty in relation to the campaign.

"I have always believed that confidence comes from embracing who you are and allowing yourself to evolve," she said. She added that Haus Labs celebrates a similar sense of individuality and self-expression, which made the campaign feel meaningful to her.

Brand Background

Lady Gaga, whose real name is Stefani Germanotta, first unveiled her beauty brand in 2019 under the name Haus Laboratories. She was the first beauty founder to link a beauty-exclusive deal with online retailer Amazon.

In 2022, she revamped her cosmetics brand with the new name, Haus Labs, and fresh branding. The product line was reformulated to focus on 'clean' formulations and active ingredients. The current campaign continues this focus on complexion products within the revamped brand identity.