Why has Pat McGrath launched a Candy Crush collection?
Simply put, this is not it
For the past few days, Pat McGrath Labs, has been teasing a new collection over on their Instagram and I was on the precipice of getting hyped… Excluding the low quality, AI-generated teaser, of what looked to be plasticine rainbows and marshmallow clouds, of course.
We’ll save beauty brands and AI usage for another post…
Yesterday, was the unveiling and I cannot express how underwhelmed I felt, when I saw the big announcement was a collaboration with the game that has become somewhat of a meme for middle-aged female commuters.
Who on earth would sign off a Pat McGrath x Candy Crush collection?
I’m sorry to single Pat out like this, because I’ve actually been meaning to write a post on these ‘Who the hell is buying them?’ collabs for some time. But, a £36 Candy Crush lipstick, is what’s pushed me over the edge.
The collection consists of six products: Two lipsticks, two lipglosses and two nail polishes. Even if you were a loud and proud Candy Crush fan, there’s not much to get your teeth into.
Which is why - I’m assuming - the influencer campaign isn’t about the products, but instead, a $10,000 exclusively designed diamond ring, which is “missing” from the PR mailers influencers are opening.
Let me guess? Whoever purchases the collection is in with a chance of winning it instead?
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To me, there’s multiple reasons this collaboration is such a disappointment, not only to me, but seemingly to a lot of people in the comment sections.
I’ve picked a few from Reddit:
“For what is supposed to be an experimental luxury brand, a Candy Crush collab seems pedestrian and years late”
“This feels like a Christmas collab and it also just feels tacky.”
“This cheapens the brand even more for me. I feel like we’re getting into drugstore brand territory here. This reeks of Private Equity crap.”
Now, don’t get me wrong, as a proud owner of a Nintendo Switch and a 5* Animal Crossing island, I know all about the rise in women in gaming and I understand why beauty brands want to capitalise on that.
But, Candy Crush isn’t a game you want the world to know you play.
Simply put, it’s not cool.
If anything, there’s an element of shame around playing, which equally isn’t fair, but does mean you’re not going to brag about the level you’re on or rep your love for the game in the form of buying merch associated with it.
Secondly, Pat McGrath is a luxury brand. Everything from the weight of the eyeshadow palettes to the gold sequins they used to fill those plastic bags with, tells you, this is a high fashion item.
Candy Crush is the opposite of that and while “low” brands like elf Cosmetics can go high (collabing with Stanley etc), it’s hard for a luxury brand to bend to a certain level.
Especially, when cheaper mass and indie beauty brands are more associated with this kind of licensing. If this was Revolution releasing this for example, it would make perfect sense.
Finally, to me, there feels like a lack of authenticity here, which was aways there before, even with Pat’s seemingly out of the box collabs.
To most people, I’m sure her Star Wars collections seemed disingenuous. But, as I learnt from that first release, Pat is actually a huge Star Wars fan and has been since she was a child.
I remember at the launch party she literally had R2-D2 and C-3P0 on the step and repeat board.
That made me respect Pat so much more, because this was something she was so passionate about, she was willing to go “off brand” for it.
Not to mention, the beautiful fantasy imagery of Star Wars, gave her a wealth of inspiration in terms of packaging and colours, which perfectly fit her brand.
Unfortunately, you just don’t have the benefit of such visuals with a video puzzle game.
In fact, if anything, it feels more like a Christmas collection, as it’s hard to see elements of the game between the red and white candy stripes.
Essentially I expect more from Pat because going from a limited edition Supreme lipstick (I still have mine) to this, is giving me whiplash.
This is a brand that charges £119 for an eyeshadow palette (a price I have paid myself because that formula really was other-worldy when it launched).
In my eyes, a Candy Crush x Pat collab looks like a super limited edition run of bedazzled products in packaging that’s somewhere between Trisha Paytas’ Starbucks cup collection and the magenta Tom Ford breast plate Zendaya wore in 2021.
But, as my brother told me recently, I am prone to living in “la la land” and I’ve never been able to stick to a budget.
However, a quick Google search tells me that Candy Crush has an estimated 255 million users.
If the calculated audience breakdown of 54% female, aged between 20-40 is anywhere near true and say Pat has, I don’t know, 3,000 units to shift, a sell out is still likely to happen and it can be viewed as a success.
But, at what cost to the brand’s optics is the question I’d ask…
I believe that her CEO has just walked (Rabih Hamdan) and there has been a series of lay offs - I don’t think all is well at PMG.
Would never see Lisa Eldridge doing something like that!
What a turn off. I just can’t see any alignment apart from 💰💰💰.
Your article did make make me dig out my PG lipsticks though. Great packaging and fab names and blend. My Full Panic still passes the smell test! 💋