22 hours ago | By Sandra Halliday
Nov 14, 2017
By WGSN Insider
Spotify seems to be everywhere these days, but it isn’t necessarily the place consumers think of going to buy make-up. However, Pat McGrath Labs has linked up with the music streaming specialist, 300 Entertainment and with Spotify’s merchandise partner Merchbar to pioneer what it calls “an industry-first e-commerce venture that allows fans to buy make-up through the platform.”
Starting Monday, Pat McGrath Labs’ brand new products will be available globally on Maggie Lindemann‘s Spotify artist page.
The “So Obsessed” campaign is a partnership between the international make-up artist McGrath and emerging artist Lindemann, who’s also the latest McGrath muse. They’ve collaborated to release a new line of Pat McGrath Labs products featured in the campaign video.
This allows Lindemann’s fans to instantly purchase the products on her Spotify artist page through its integration with Merchbar. That company is an e-vendor for a huge selection of artist merchandise, but is much more used to selling items like posters and band T-shirts.
Timed with the launch of the campaign, Lindemann will debut her new single “Obsessed”, which will be available on Spotify this Friday.
Its an interesting development and the partners are probably justified when they say the collaboration “marks the beginning of a revolutionary route to market for the beauty industry and offers a new revenue stream for artists.”
McGrath said of all this: ”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 want 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’s never been done before.”
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.