The beauty brands winning at Barbiemania

By Amanda Pauley | Published: 17-Jul-2023

NYX and OPI are among the brands utilising influencer promotion to boost sales of its limited edition Barbie collections ahead of the movie’s release

You need to be a subscriber to read this article.
Click here to find out more.

Social media is in the grips of Barbiemania ahead of the release of the Barbie movie starring Margot Robbie, and beauty is utilising the trend to its advantage. 

Beauty brands such as NYX, OPI, Glow Recipe and Tangle Teezer have been leveraging influencers to uplift awareness of their Barbie-themed collections ahead of the film’s opening on 21 July. 

More than 680 beauty influencers posted Barbie-themed content from 3 to 9 July ahead of the movie’s LA premiere (9 July), found influencer marketing software Traackr.  

These posts garnered

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like