PAT McGRATH LABS LUST: GLOSS
When Pat McGrath created 14 new gloss shades, the creative team and I unanimously viewed them as sisters, imbuing each with a distinctive personality ranging from divine debutante to glamorous goth, and from alluring aphrodisiac to tantalizing trap queen.
To introduce these lovelies to the world, we posted short videos of flirtatious teaser “texts” between the glosses and potential love matches across Pat’s social media channels. On launch day, we featured an Instagram grid takeover, followed by #inspiration posts, tutorials and loads of UGC.
PAT McGRATH LABS. Creative Director: Robert Barr. Art Directors: Jesse Trentadue, Parish Cherry.
INSTAGRAM CAMPAIGN
“MOTHER IS FINALLY LETTING US OUT!!!”
‘APHRODISIAC’
‘DARE TO BARE’
‘BLOOD 2’
INSTAGRAM GRID
LANDING + PRODUCT PAGES
LUST: GLOSS
Ethereally erotic colour meets surreally seductive shine in LUST: Gloss. This orally fixating balm glides on, flawlessly soothing and smoothing your lips while evoking three-dimensional lustre. Turn your lips on in ravishingly resplendent hues – ranging from teasing transparencies to negligee nudes to poetic pinks – in 14 never-sticky, sinfully scintillating shades. But beware: Mother’s conjured the ultimate in luxe lip paraphernalia, bound to elicit softcore seduction as unforgettable as the searing memories, passion and pleasure of first love.
LUST: GLOSS FOUR-PIECE KITS
EXCLUSIVE TO PATMcGRATH.COM - A quartet of luridly luxurious lip glosses that are soothing and smoothing - and guaranteed to deliver sensually surreal three-dimensional shine.
VERSION: SKIN SHOW WARM
VERSION: SKIN SHOW COOL
VERSION: COLOUR BLITZ
VERSION: ASTRAL
LUST: GLOSS EVERYTHING KIT
EXCLUSIVE TO PATMcGRATH.COM - The ultimate in Lip Gloss majorness. This captivating collection stars 14 lethally luxurious lip glosses, with shades ranging from teasing transparencies to negligee nudes to poetic pinks and a beguiling blue red. Get ready to #TurnYourLipsOn with sensually three-dimensional shine.
BLITZ GOLD, GOLD ALLURE, ALIENGELIC, PALE FIRE NECTAR, TWILO, DARE TO BARE, APHRODISIAC, FLESH ASTRAL, FLESH FANTASY, DIVINE ROSE, PARAPHERNALIA, BRONZE TEMPTATION, FLESH 4, BLOOD 2
ORGANIC + PAID MEDIA: Instagram, TWITTER, FACEBOOK
MOTHER WANTS YOU TO MEET THE LUST: Gloss SHADES
ALIENGELIC
She’s out of this world (literally)! This translucent pink-infused sparkler evokes the angelic glow of work by Michelangelo, da Vinci and Raphael.
DIVINE ROSE
She’s a little young diva from Pasadena with a killer kiss; this passionate plum rose sparkles every time she makes mouth-to-mouth contact...
BLOOD 2
Très Français, this power-pouting Parisienne vamp is a couture-classic blue red that loves iconically indecent proposals & divinely dangerous liaisons.
FLESH 4
Cousins with LUST 004 shades 'FLESH 1' & 'FLESH 2' + MatteTrance's 'FLESH 3,' this wickedly warm mid-tone brown thinks she’s the ‘prettiest’ of 14 sisters. She can’t wait to get out of MOTHER’s house and make herself at home in yours.
PARAPHERNALIA
This bold and bright uptown girl is a sophisticated lady. Mesmerisingly magenta, she’s injected with bodaciously blue sparkle that inspires MAJOR money moves.
TWILO
This charismatic club kid loves to shimmy and shake ’til dawn. The life of every party, this captivating coral pink isn’t as innocent as she looks. (DON’T TELL MOTHER.)
DARE TO BARE
Turning your lips on is the reason she breathes. A polyamorously perverse peach nude with gilty golden sparkle, she’s down for whatever, whenever, wherever. DM her, she’ll reply.
APHRODISIAC
With hobbies including brazen beauty and all-night amours, this mischievous mid-tone peach seeks partner(s) with major mouths obsessing over a woman who can’t help but inflame desire.
