The upcoming Wicked film starring Ariana Grande has cast a spell on the beauty industry, with brands racing to capitalise on the beloved theatre show's silver screen debut.
The film and its star-studded cast, which includes Cynthia Erivo as Elphaba and Jonathan Bailey as Fiyero Tigelaar, have dominated social media chatter since first being teased in April last year.
From 1 October to 8 November 2024, the Wicked film was mentioned by 2,900 beauty creators in over 11,600 social posts, according to influencer marketing insights firm Traackr.
This equates to more than 841,000 video views, and the engagement recalls the global influence of the Barbie movie – particularly in the beauty sphere.
And with its signature green and pink aesthetic – and leading characters Glinda and Elphaba – there may be potential for Wicked to become the next Barbiecore-esque trend in beauty.
This is the scenario film production and distribution company Universal Pictures is likely hoping for, says Louise Whitbread, a beauty trend forecaster and brand consultant.
“They have spared no expense on the film, and I think the aim ultimately, with the Barbie movie as a case study before them, is to create an aesthetic,” says Whitbread.
“One that is much longer-lasting than just a trend around the film that eventually dies off.”
But despite Universal Pictures’ effort, the result has leant far more towards product collaborations over a cultural beauty movement, claims Whitbread.
Barbiecore effortlessly cornered the beauty market with its universal and appealing style, but can the Wicked aesthetic evolve beyond an easy product cash grab?
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