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AMAZON BEAUTY

HAUS LABORATORIES
LAUNCH EVENT

POP-UP

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// CHALLENGE

To promote Amazon Beauty and HAUS Laboratories and allow Lady Gaga’s “Little Monsters” to sample products in their first-ever pop-up store. 

// SOLUTION

Allied Experiential designed and produced a limited-time pop-up that gave Lady Gaga’s “Little Monsters” the opportunity to experiment with, explore, and purchase Haus products in person. The exclusive experience included an appearance by Lady Gaga herself.

// EXECUTION

Original favorites like “Liquid Eye-Lie-Ner” and “Glam Attack” were available to consumers, as well as an exclusive preview of the holiday collection including Haus of Future Hollywood and Haus of Whiskey.  Professional makeup artists were on hand to give guests makeovers using Haus products and provide insights into each product’s unique benefits and uses.  There were plenty of photo opportunities throughout the pop-up, as well, so that guests could commemorate the exclusive experience. Both consumers and media alike were thrilled to be able to test Haus products and be in the presence of Lady Gaga and other “Little Monsters.”  Their only complaint was that the pop-up wasn’t a permanent shop!

// RESULTS

A private media preview hosted over 50 influencers, as well as editors from Access Hollywood, The Hollywood Reporter, Rolling Stone, E! News, and more. A total of 47 stories (348MM+ impressions) and 52 social placements (40MM+ impressions) have been published, with stories appearing in People, The Hollywood Reporter, and InStyle, among others.

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