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Part of an ongoing series of 29Secrets stories, taking a deep dive into the history of legendary beauty products and iconic fashion and pop culture moments By Christopher Turner Illustration by Michael Hak By the time she stepped onto the red carpet at the 2010 VMAs, Lady Gaga was already one of the biggest pop stars on the planet, famous for her show-stopping performances, outrageous interviews and catchy bops

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While the instance can be seen as a microtrend that fans will easily move on from, it is also a big reminder of how consumers can make products out of cultural events