Digital, mobile commerce is a retail fact for cosmetics and personal care makers. But what that means is ever changing as technology evolves.
AI technology enables apps like those from MatchCo and Perfect Corp; Shiseido Americas just acquired Giaran, a company well equipped with computer vision, big data, AR, deep learning, data mining, and predictive modeling capabilities; and since October, the Eucerin skin care brand has been available through Amazon’s Alexa voice service.
Now Pat McGrath Labs is selling product on a music streaming platform. As McGrath, renowned makeup artist and brand founder, points out in a media release about the Spotify partnership, “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,” she says. “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,” concludes McGrath.
Beautiful music
Spotify has been in the retail business, per se, since 2016. That’s when the company teamed up with Merchbar, an ecommerce platform specializing in band and music products. “Together with Spotify, we are creating a massive new discovery network to help artists maximize the reach of their merchandise online and help fans discover and buy new products from the artists they love,” says Edward Aten, that company’s founder and CEO, in the press release about McGrath’s new venture.
And of course, singer, songwriter Maggie Lindemann is pleased with the arrangement as well. “It's such an honor to be launching my new single 'Obsessed' along with Pat McGrath Labs,” she tells the press.
And Lindemann’s manager, Gerald Tennison adds that “Maggie and I are always searching for new creative ways to disrupt the marketplace so when Pat introduced this opportunity we jumped at the chance.”