The activation is to promote the brand’s limited edition Barbie The Movie make-up collection, in partnership with Warner Bros, ahead of the film’s impending release on 21 July.
NYX’s pop-up, which is inspired by the design of Barbie’s beach house, promises to serve up “a slice of beach paradise” in shopping district Covent Garden from 14 to 16 July.
Customers can play with the brand’s Barbie-themed make-up collection and trial new looks thanks to the help of on-hand NYX make-up artists.
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There will also be ample photo opportunities, “whether this be in the photobooth, pool area or the lifeguard tower, where you can cool off with a slushie and a pair of sunglasses,” said a statement from the brand.
NYX’s Barbie collection is “inspired by the vibrant colours and electrifying energy in the movie” and features “a diverse cast of Barbies and Kens” in its campaign imagery.
The range comprises two credit card-sized eyeshadow palettes with a mini Butter Gloss keychain attachment, as well as a cheek palette with two blushers and a highlighter to create “sunkissed looks”.
Customers can shop NYX's Barbie-themed make-up collection at the pop-up
Not to mention two Jumbo Eye Pencil sticks in shades Vibrant Pink and Electric Blue; black fake lashes featuring wisps of Barbie pink, and two Smooth Whip Matte Lip Creams.
A compact mirror shaped like a pink flip phone is also available.
Yann Joffredo, Global Brand President of NYX Professional Makeup, said: “The themes of empowerment and embracing inner beauty in the movie align deeply with our core values of advocating for self-expression and exploring your boldest potential.
“The new movie release has sparked so much nostalgia among its fans throughout the world and we are excited to play a role in building upon this momentum even more.”
Katie Peake, Creative Director at Backlash, said it has been a dream to create a pop-up “that brings to life the energy of both the film and the beauty brand in a unique way”.
She added: “It has been really important for Backlash to continue the dialogue of inclusivity and representation which the NYX Professional Makeup brand does so well.
“We want to take everyone on a journey where all are welcome to dive into the pink beach paradise and express themselves with NYX Professional Makeup’s new beauty products”.
Some of the campaign imagery for NYX's new Barbie make-up range
The Barbiecore aesthetic has reached fever pitch lately, with a slew of new collaborations having landed in the market.
Mermaid Hair has launched a Barbie-themed Blowout Kit and Wavy Kit, while OPI’s new nail collection features nine shades in the doll’s signature pink, white and baby blue hues.
Tangle Teezer has also released its Ultimate Detangler hairbrush in new shade Totally Pink ahead of the movie and hair accessory brand Kitsch has done a Mattel x Malibu-inspired collaboration.
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