Case study
Antonym conspired with PAT McGRATH LABS to execute its masterclass of a brand voice* across all platforms, including a website and visual merchandising overhaul, shade naming, new product launches, and more.
*PAT McGRATH LABS possesses an unparalleled persona, proving that when the rule is, “there are no rules,” creativity is limitless.
The Lexicon
Beyond, Bacchanal, Cult Covetable, Divine, Erotic, Gild, Iconic, Indulge, Lavish, Legendary, Major, Obsessive, Opulence, Ravishing, Seductress, Scintillating, Sublime
The “mother” of beauty
One of the most revered makeup artists in history (reverently called “mother” by her legion of fans), Pat McGrath launched PAT McGRATH LABS in 2015 with her Gold 001 pigment and spun literal gold in 2018 when her brand was valued at $1 billion.
Her brand’s voice is unparalleled. Not just within the beauty industry—everywhere. It’s as intoxicating and hallucinogenic as the pigments it describes. Illicit. Ethereal. Dripping with excess.
The challenge
“With a voice as powerful as PAT McGRATH LABS’, it’s a fine line between provocative and perplexing. We needed to maintain the integrity of its high-concept voice strategy—including across space-starved assets like visual merchandising—without compromising clarity.”
Deliverables
Voice strategy
We devised messaging strategies for product launches, visual merchandising, social media, the website, exclusive collaborations (like with The Met, for its Heavenly Bodies exhibit), McGrath’s work with global Fashion Weeks, and press communications. We imbued each asset with McGrath’s profound pop culture lexicon and the iconic application techniques developed across two-plus decades as a makeup artist.
Copywriting
We crafted shade names, product descriptions, in-store and retailer copy, event copy, press releases, packaging and website copy.