The 'Barbie' phenomenon has gone beyond the big screen even before it has been released. The film that opens today has captivated audiences without even having to go to the cinema. The big companies and social networks have been responsible for creating the hype among teenagers, young people and adults, regardless of gender. A tide of pink, in all its shades, is flooding the social networks today.
Although it has been the fashion world in particular that has been overly involved with the 'Barbie' phenomenon through the launch of capsule collections, even 'pop-up stores' that simulate scenes from the film that promises to be the blockbuster of the summer, the beauty world also wants to jump on the bandwagon. You Are The Princess, for example, has launched a collection of up to 18 products that follow Barbiemania. Glitters, patches that remove make-up and impurities, headbands and some face glitters have already sold out and are taking social media by storm. However, Carlota Perez, CEO of You Are The Princess, explained that the link between Barbie and the company goes back long before the film's release and that this will carry You Are The Princess into the future through the revival of the most famous doll. "We've been working on this project for years. Designing for Barbie has always been our dream", explained Carlota, who told Next in Beauty that it was all born from a project that the company proposed to Mattel. In relation to the collection, she acknowledges that they knew that the collection would have a great reception among consumers: "we knew they would go crazy, we built up a lot of hype for two weeks on social networks by dropping little hints". The result was that most of the products were sold out in less than 48 hours. Carlota emphasised that it was essential to know how to anticipate: "as in any sector, it is essential to know how to anticipate trends. You have to be at the right time, in the right place and with the right product. This is the success of any collection", acknowledged the CEO of You Are The Princess.
At the end of 2022, Sara Jiménez, in her article What trends will surprise us in 2023?, already predicted that the Barbiemania phenomenon would reach its peak this year. But perhaps we didn't imagine that it would do so. The Barbiecore in make up is characterised by its commitment to achieve slanted eyes, framed by perfect eyebrows, marked and voluminous eyelashes with cheekbones in a tone, of course pink, as well as lined lips with a juicy appearance.
In line with the above, but true to NYX style, NYX joins the pink fever and presents a small capsule collection consisting of a collection of six exclusive products from the film that opens today in all cinemas. A lipstick, gloss, false eyelashes, a mini eyeshadow palette and a face palette along with a mirror in the iconic shape of the doll's phone complete the collection, which is available for a limited time only..
Opi, a company that belongs to Wella, also has its collection dedicated to Barbie. In this case, for nails. It is a collection made up of seven nail polishes in pink, blue and yellow in pastel shades, although for the more daring, there are also nail polishes with glitter and false nails. Glow Recipe, the vegan cosmetics brand, also kicked off 2023 by presenting a moisturising kit, taking advantage of the 'pull' that the film was going to have. The kit consists of two products and is a routine to achieve hydrated, glowing skin, just like the doll's, with a serum and a moisturiser. Tangle Tezer also introduced a hairbrush inspired by the film. This product has gone viral on social media, especially on TikTok, which has accumulated more than 294.3 views and has made young users of the platform fall in love with it.
Mariano Lesser, CEO and founder of Aktiva, tells the readers of 'Next in Beauty' what lies behind the Barbie phenomenon and the successful marketing campaign that has turned beauty brand collaborations into a fundamental pillar of the plan: "Brand collaborations are nothing new, especially in beauty and fashion, but there is something special about the fervour and fanaticism that Barbie achieves. The world doesn't need shiny pink products, but in times of crisis we need products that make us forget reality and transport us to dreamlike worlds". Lesser has also explained that brands are knowing how to adapt the Barbiecore to all their audiences and it has become suitable for all audiences. "The importance of creating brand experiences around a Barbie that is increasingly more human and less of a doll; imperfect, with an existential crisis, allows brands to connect with consumers in a different way, addressing the positive and negative aspects of what Barbie's beauty means," argued the founder of Aktiva Brand experience design.
The Barbie phenomenon, also known as Barbiecore, is making inroads into cosmetics and is taking fashion by storm
But without a doubt, if there is a 'favourite' sector that benefits from the 'fan phenomenon', it is fashion. And it is no longer just about old-fashioned merchandising. The textile giants are already adopting more sophisticated and subtle stances in this respect that make consumers fall for it and fall for it. Inditex knows how to take advantage of this kind of opportunity. It has already done so on several occasions, through Stradivarius, with the 'Bridgertons' series. This May, taking advantage of the premiere of the last season of the series, it launched a collection of the famous Netflix series. Then, the predominant colours were white and shades of blue or pastel green and also T-shirts and accessories with rhinestones and glitter. Now, it is Inditex's flagship store that is taking advantage of the pink tsunami. After last Friday's announcement, the expectation was at its peak. From basic T-shirts to dresses, bomber jackets, jumpsuits, accessories with the 'Barbie' logo and even cowboy outfits reproduce and simulate the most iconic looks of Australian actress Margot Robbie in the film. Zara also goes one step further to offer its customers an immersive experience in the Barbie universe: it has created new spaces in two shops in Paris and New York that recreate the outside world of Barbieland. Unfortunately, it will only be possible to visit until 30 July.
Major luxury brands have also participated in the promotion of the film: Versace, Chanel and Prada have dressed Margot Robbie in the numerous promotional events of the film, imitating the outfits worn by the American doll since its creation in March 1959. Forever21, Kiabi and Lefties are some of the fashion brands that have been tempted to incorporate products into their collections. Aldo has also created an exclusive collection of shoes, bags and trainers that emulate the aesthetics of the film.
Given this proliferation of products that take advantage of the wave of the historic American doll's release, 'Barbie' is a great ally for brands in the beauty and fashion sector. In 2010, Glamglow, the Los Angeles firm, was already ahead of the curve with its GlowStarter illuminating moisturiser, which sold out on marketplaces such as Amazon.
Perhaps all these examples seem excessive, but the marketing departments of companies do not let euphoria pass for Barbie. Other sectors that have nothing to do with the beauty and fashion sector have not wanted to miss out on the fever that the film is causing and have adapted it to their products and services. For example, Burger King, also takes its share with the Pink Hero.
And this is a clear example of what Mariano Lesser of Aktiva explains: partnering with Barbie has become an opportunity: to expand its reach, attract new market segments, broaden its target audience and benefit from its brand value.