PAT McGRATH LABS UNLIMITED EDITION
After launching seven frenzy-inducing LIMITED EDITION LAB collections, Pat McGrath’s first permanent collection represented a maquillage-unmasking totale, spilling 25 years of runway, editorial and red carpet secrets for extravagant eyes and lavish lips.
UNLIMITED EDITION starred three ten-pan eye palettes, five eye pencils, ten matte lipsticks, 22 cream lipsticks and 12 lip pencils. These always-available couture cosmetic collectibles were presented via astonishingly elaborate packaging, gilt hallmarks and a brand voice evoking a 1990s-pier-queen-meets-maaaajor-museum-curator vibe.
PAT McGRATH LABS. Creative Director: Robert Barr. Art Director: Jesse Trentadue.
PRE-LAUNCH
CRACK THE CODE CONTEST: EMAIL + SOCIAL
WEB + MOBILE
UNLIMITED EDITION DEBUTING 9.16
LUST: LUXETRANCE™
The ultimate luxury cream lipstick in sensuously saturated shades that create envy-inducing couture looks for every complexion.
LUST: MATTETRANCE™
A richly pigmented formulation that cloaks lips in a lightweight veil of rich opaque colour with an entrancing long wear matte finish.
MOTHERSHIP I: SUBLIMINAL
Ritual rebellion. Evoke beauty that arouses the senses and colours that captivate the imagination without conscious thought.
MOTHERSHIP II: SUBLIME
Iconic illumination. Lavish the face with lustrous luminosity; unlock Pat McGrath’s signature approach to major metallic mesmerization.
MOTHERSHIP III: SUBVERSIVE
Obsessive opulence. Provoke creativity without limitations or rules in its most extreme, extraordinary and exquisite forms.
LAUNCH
WEB
SEPHORA LAUNCH PARTY
PRESS KIT
CATALOG
