A teaser video shot by Daniel Sannwald and posted to Gaga's Instagram account sets a fearless tone, hinting at highly-pigmented color cosmetics that can be used in dramatic and theatrical ways to dream up creative looks. The clip explores themes of liberation and self expression, with Gaga narrating: "We want you to love yourself."

They are themes that carry over into a more personal post penned by the Grammy Award-winning singer and actress, in which she opens up about her personal relationship with makeup. In a caption accompanying a photo of herself rocking kaleidoscopic, metallic eyeshadow and an impossibly glossy lip, she says: "When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup." After talking about the invention of ‘Lady Gaga,' she adds: "Sometimes beauty doesn't come naturally from within. But I'm so grateful that makeup inspired a bravery in me I didn't know I had."