There's been a flurry of recent news about the power of beauty on social media. It's been named the most engaging category across Twitter, Facebook and Instagram with beauty influencers generating five times more interactions in 2017 across those channels.
Now it seems that beauty is raising the bar once again when it comes to online presence. Pat McGrath Labs is teaming up with Spotify and its merchandise partner Merchbar to give fans the opportunity to shop the brand's new makeup range while listening to music by emerging singer-songwriter and McGrath muse Maggie Lindermann.
The video for Lindermann's new song "So Obsessed" features her wearing McGrath's new LiquiLust 007 liquid lipsticks, PermaGel Ultra Lip Pencil, and Mothership III: Subversive eyeshadow palette, all of which Spotify users will be able to purchase directly through Lindemann's artist page.
"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," McGrath said in a statement.
"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. I’m thrilled to see it finally come to life."
