There’s an excellent chance that you use Spotify to listen to your favorite music and search for new artists. But did you ever dream that the song streaming platform would also become a place you could shop for makeup? The popular app has launched a “shop the look” feature that allows you to pick up merch inspired by the music, debuted with 19-year-old singer Maggie Lindemann, iconic makeup artist Pat McGrath, and merchandise partner MerchBar.
“In this digitally-empowered, digital era of makeup, 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,” Pat McGrath said in a press statement. “I’m thrilled to see it finally come to life.”
How does it work? Well, if you love the retro makeup look Maggie wears in her “Obsessed” music clips, for example, you can search her song on Spotify and shop her the “Merch” tab. There, you’ll find Pat McGrath’s latest beauty products, the “So Obsessed” collection.
“I’m obsessed with technology,” the beauty guru said. “Since the very beginning, it’s been [our] mission to use social media in groundbreaking new ways. We launch our products via social media, we’ve found our most legendary #McGrathMuses via Instagram, and now we’re delving into creative collaborations via Spotify.”
“Social media has changed everything. It’s given consumers the most powerful voice they’ve ever had, and it’s connected makeup addicts with makeup artists in a way that’s never existed before,” she added. “Makeup junkies are no longer a hidden subculture. We’re boldly on display, disrupting expectations and expressing radical individuality.”
Spotify itself reportedly won’t make direct money off these kinds of sales, but it’s a great way for emerging artists to earn commissions beyond royalties. This type of tech-meets-beauty collaboration is something wildly new for the industry – but the team is all for innovation.
“You cannot be afraid to move, pivot, try new things, take giant risks or do what’s never been done before,” Pat McGrath shared. “This is the only way to grow. When something new and different crosses my path, I think, ‘How can I flip expectations while creating something completely new?’”
More retail technology.— Scarlett Price