Driven by the enormous influence of the movie—Barbie, this summer the pink wave has rapidly evolved into a prevailing trend in the beauty industry, making "Barbie" the go-to tactic for beauty brands to attract attention and generate buzz. Sensing the pulse of this trend, many beauty brands have eagerly embraced the "pink frenzy" by launching "Barbie-inspired cosmetics" collections that have not only captured massive attention but also driven remarkable sales figures.
In the overseas market, American professional makeup brand NYX unveiled its "Barbie Limited Collection," featuring products such as eyeshadow palettes, blush palettes, eyeliners, matte lip cream, and lip gross, false eyelashes, etc. Fenty Beauty, the cosmetics brand founded by renowned singer Rihanna, released a limited-edition "Pink Limo' Scene" liquid lipstick, perfectly timed with the movie's release. South Korean beauty brand BANILA CO reimagined its flagship makeup remover product "Zero" with Barbie-themed packaging in response to the Barbie trend.
Overseas beauty brands x Barbie
In the Chinese beauty market, discussions about "Barbie-inspired makeup" have generated substantial traffic on social media platforms like Douyin and Xiaohongshu. Among brands, the emerging Chinese beauty brands Colorkey launched a series of products including Barbie Sweetheart makeup set, Barbie Sweetheart nine-color eyeshadow palette, and Barbie Sweetheart lip mud, etc. Notably, the highly sought-after Barbie Sweetheart lip mud has achieved impressive sales of over 20,000 units since its launch on Ali platforms.
Topics on Barbie-inspired makeup on social media platforms
Colorkey x Barbie
Lifestyle retail store MINISO has also joined the trend by releasing a series of co-branded products spanning lifestyle goods, accessories, bags, makeup, toys, and stationery. These products cater to various scenarios such as fashion, travel, home and office, and have been enthusiastically embraced by a vast number of Barbie fans. It is reported nearly half of these categories were sold out across all online channels within just five days after their launch, with many offline stores also announcing short supply of stock due to high demand.
MINISO x Barbie
The popularity of the intellectual property (IP) “Barbie" is primarily attributed to the value it embodies, such as "embracing one's true self," a sentiment that strongly aligns with modern ideals of female empowerment, self-assurance, and independence. This echoes the recent dopamine dressing trend, which encourages consumers to express their personalities and identities through fashion choices. Additionally, Barbie's resurgence is fueled by a sense of nostalgia. Through co-branding, products with Barbie themes are attached with strong social attributes, creating a sense of shared understanding and connection among consumers.
In recent years, there has been a growing trend of beauty brands collaborating with IPs, a strategic move to expand their reach to new consumer groups. More significantly, the synergy effect of "Beauty + IP" acts as a bridge for emotional communication between brands and consumers, enhancing the overall recognition of beauty products. To promote this synergy effect, it is crucial for brands to take meticulous consideration when selecting the type of IP, marketing strategies, and communication channels. On the one hand, it's essential to choose an IP that aligns with the brand's essence. Collaborative efforts with an IP should not only encompass the product image but also delve into its underlying meaning, creating a meaningful connection with consumers and thereby propelling the brand's rapid expansion. On the other hand, brands should extend their vision beyond short-term marketing hype and consider how a co-branded approach can lead to lasting, mutually advantageous, and far-reaching value.
**Disclaimer: All images used in this article are from the internet.
