The beauty brands winning at Barbiemania

By Amanda Pauley | Published: 17-Jul-2023
Colour Cosmetics Hair Care Marketing Digital

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

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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

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  • Companies:
  • L'Oreal
  • The Wella Company
  • Tangle Teezer
  • Glow Recipe
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