First, we had League of Legends and Louis Vuitton launching a series of colorful luxury items, in game and in brick-and-mortar stores. Then there was Xbox approved Halo-themed OPI nail polish, and Razer and Dolce & Gabbana emerging on the scene with their idea of what gamers love to wear. Rihanna and Arcane? The modern-day message has been loud and clear: Gamers are no longer just a group of mostly guys, lounging in their mothers’ basements, chugging soda and mowing down bags of chips. They also like to get glam.
Yet the latest beauty brand to pair off with a video game may still nevertheless come as a surprise. Pat McGrath Labs is collaborating with Candy Crush, one of the consistently top mobile games of the past decade. On Feb. 27, the Black-owned luxe make-up brand is releasing a series of lipsticks, nail polish, and lip gloss in blue red, shimmery pink, and gold, and supposed to evoke a sense of fantasy. The graphics are Candy-inspired, and meant to make the items feel like you’ve got to collect them. There’s also a gamified raffle component to the partnership — three buyers will win a $10,000 diamond-encrusted ring. Like the rest of Pat McGrath’s products, the Candy Crush collection will be available on the site, Sephora, and Nordstrom.
