Pat McGrath Labs has partnered with the popular mobile game Candy Crush to launch a luxurious makeup line featuring eye-catching graphics and gamified elements. Set to release on February 27, the collection includes lipsticks and polishes designed to evoke fantasy and collectibility. This collaboration highlights the changing demographics of gamers, showing their interest in glam products. McGrath emphasizes the merging of makeup and gaming while discussing her previous collaborations, including a series with Star Wars, where storytelling is a key focus.
"Makeup and gaming are becoming more intertwined, from virtual beauty filters to in-game makeup looks," McGrath tells Inverse, "It's an evolution I'm keeping my eyes on."
The graphics are Candy-inspired, and meant to make the items feel like you've got to collect them. There's also a gamified raffle component to the partnership - three buyers will win a $10,000 diamond-encrusted ring.
When bringing Star Wars and Candy Crush into the make-up world, she says the focus is on storytelling.
With Star Wars, it was about tapping into the saga's duality, the light and dark, and translating that into a collection that felt cinematic and legendary.
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