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Pat McGrath Launches First Branded Product During Paris Fashion Week

On Wednesday, Sept. 30, McGrath held court at a gala in Paris’ Jardins des Tuileries to celebrate her first Pat McGrath-branded makeup item, Gold 001.

Pat McGrath is turning to gold — apparently with the blessing of Procter & Gamble, where she’s been global creative design director of makeup since 2004.

On Wednesday, Sept. 30, McGrath held court at a gala in Paris’ Jardins des Tuileries to celebrate her first Pat McGrath-branded makeup item, Gold 001. The guest list included Hailey Baldwin, Bella Hadid, Kris Jenner, Stella Maxwell and Eva Chen.

Gold 001 is what McGrath calls a “highly malleable formula,” a pigment that can be used to create an opaque gold finish anywhere on the body. Runway observers will note that McGrath has had a particular affinity for gold for spring 2016 — most notably at Prada, where she used her product to adorn model’s lips.

The product was also used on Kim Kardashian during a shoot for online makeup purveyor Violet Grey, which is live now at violetgrey.com. The shoot portrays Kardashian channeling Elizabeth Taylor, who in turn was channeling Cleopatra in a 1963 Bert Stern photograph. (Of the shoot, Cassandra Huysentruyt Grey, Violet Grey’s founder and chief creative officer, said, “working with Pat McGrath is like being lucky enough to get Brad Pitt or Leonardo DiCaprio to star in your movie. She is simply the best at what she does.”)

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“Pat remains our global creative design director,” a P&G spokeswoman said Wednesday afternoon; Coty has not yet taken control of the brands, although signed an agreement to do so this summer. “Pat has worked seamlessly across our brands and many others for years, always bringing a unique perspective and distinct creative vision to every endeavor. We support her and wish her the best of luck in the launch of this limited-edition collection, and know she’ll keep working to bring to life easy, breezy beauty for Cover Girl and glamorous transformations for Max Factor.”

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The public will be able to buy the product on the McGrath’s Web site,  www.patmcgrath.com later in October, although just 1,000 will be available.