The new limited-edition collection of lipsticks, glosses, and nail polishes is inspired by Candy Crush’s bold colours, as well as McGrath’s legendary artistry.
However, in either an unfortunate slip-up or maybe a stroke of marketing genius, the British brand has also mistakenly “misplaced” three ultra-rare, diamond-encrusted rings worth around $10,000, which is now “resulting in a high-stakes game of chance,” it said.
The glittering rings were handcrafted by British jewellery brand Basliq, which creates rings adorned with white diamonds, rubies, sapphires, and 22k gold and is a popular choice with celebrities.
Reimagining the jeweller’s signature wrap-around ‘Drop Ring’, they were designed to encircle the new Candy Crush Saga x Pat McGrath Labs lipsticks and the three luxury rings were originally created as exclusive gifts for some of McGrath’s pals: supermodel Alex Consani, influencer Tefi Pessoa, and a third unnamed friend.
Mix-up “sparking online frenzy”
According to the brand, which is backed by French private equity firm Eurazeo, there has been a “mix-up”, which has sparked an online frenzy with everyone clamouring to get their hands on beauty gold.
“Instead of reaching their intended recipients, these diamond-studded treasures will be randomly delivered to three lucky individuals, giving everyone a chance to win a priceless surprise,” said Pat McGrath Labs.
The two originally intended recipients – Consani and Pessoa – have taken to social media in disbelief, urging fans to help them find their rings.
In a now viral social media post, Consani is seen Facetiming the founder and CEO of Pat McGrath Labs to say: “I love this new Candy Crush collection,” before adding, “but you told me backstage that I would get a diamond ring in the package!”
“How divine is that?”
For McGrath herself, the unexpected turn only adds to the excitement of the new collection.
“Beauty should always be an adventure,” McGrath said. “This collection is all about joy, play, and opulence and now, three lucky individuals will win a truly one-of-a-kind treasure. How divine is that?”
“We wanted this collection to capture the magic of play, but we never imagined it would spark a real-life game,” added the VP of marketing for Candy Crush Saga at King, Luken Aragon.
The three rings are encircling the brand’s new MatteTrance Lipsticks on patmcgrath.com, which the brand describes as an “oil-infused matte formula” that “delivers ultra-vivid pigment with a velvety, weightless finish that lasts all day.” This lipstick collection features two of the brand’s most iconic, often sold-out shades: Divine Rose and Elson.
Other products include Lust Gloss, which “drench lips in balm-like hydration and multidimensional shine, creating a fuller, more luscious look with high-impact shimmer” and Nail Polish in Elson, McGrath’s iconic blue-red hue, and Gold 001, which it called “a metallic masterpiece inspired by Pat’s original Lab.”
The products are sold via patmcgrath.com and have launched today on Sephora’s website.
