Pat McGrath Labs, the iconic beauty brand, has announced that they will be in partnership with Spotify and its merchandise partner Merchbar. The three will be pioneering an industry-first e-commerce venture that allows fans to buy makeup through the platform. Starting today, Pat McGrath Labs’ exclusive products will be available globally on Maggie Lindermann’s Spotify artist page which can be accessed here.
The “So Obsessed” campaign is a partnership between international make-up artist Pat McGrath and emerging pop singer Maggie Lindermann, who have collaborated to release an exclusive line of Pat McGrath Labs products. The campaign allows Maggie Lindermann’s fans to instantly purchase the products on her Spotify artist page through its integration with Merchbar, which features the largest selection of artist merchandise on the internet. Timed with the launch of the campaign, Maggie will debut her new single “Obsessed” which will be available through Spotify on November 17th, 2017.
The launch of Pat McGrath and Maggie Lindermann on Spotify marks the first ever opportunity for young, digital-first music fans to purchase beauty products in this way. This collaboration marks the beginning of a revolutionary route to market for the beauty and industry, it also offers a new revenue stream for artists. Fans will be able to purchase the newest product from Pat McGrath Labs using the music streaming platform’s partner Merchbar, which primarily allows fans to buy traditional artist-related merchandise such as tour t-shirts and posters.
McGrath, who has been described by Vogue as one of the most influential women in the beauty industry, said “Beauty, fashion and music have been intrinsically linked since the 1960s.”
“In this digitally-empowered, digital era of make-up, where fans crave instant glamour gratification, I always wanted to reach fans where they’re most engaged. That’s why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that never been done before,” said McGrath. “I’m thrilled to see it finally come to life.”
“It’s such an honor to be launching my new single “Obsessed” along with Pat McGrath Labs,” said Maggie Lindermann, pop singer. “Pat is not only a fashion icon, she’s an amazing person, and a great friend.”
Music veteran and Co-Founder/CEO of 300 Entertainment, Kevin Liles said, “At 300 Entertainment we believe that the fashion and beauty industry goes hand in hand with music, and the partnership between Maggie Lindermann and the Pat McGrath team could not be a better fit.”
Spotify announced a partnership with Merchbar in 2016 to offer artist merchandise on the streaming service. It combines Merchbar’s innovative artist merchandise offering to Spotify’s 140M passionate music fans. Merchbar’s advanced platform captures the magic which exists between artists and fans.
“Together with Spotify, we are creating massive new discovery network to help artists maximize the reach of their merchandise online and help fans discover and buy new products from the artists they love,” said Edward Aten, Merchbar's Founder & CEO.
The exclusive Pat McGrath Labs’ products that are now available globally on Maggie Lindermann’s Spotify page for $22.00 plus shipping are; LiquiLUST 007 Liquid Matte Lipstick Shades: Possessed, Revelation Red and Nightshade.