Barbie Beauty

Right now, I can’t breathe for Barbie-related pitches. There are streams and streams of emails referencing it (her?!) in the subject line.

‘Barbie’s secret to snatched cheeks!’… ‘The Barbie Smile: Why Margot Robbie’s smile is anything but plastic’… ‘The skincare ingredient Barbie would want in her routine this summer’… ‘Barbiecore haircare to turn heads’… etc.

Yes, #Barbie is beyond trending right now. And, yes, it lends itself perfectly to a beauty narrative. But I can’t help sensing that much of the alignment by brands – which are indirectly linked to the movie – feels somewhat forced.

Don’t get me wrong: there’s ample room for product placement (the pink, naturally, as well as the fun-meets-hyper-feminine, all loaded with kitsch and nostalgia). And I also appreciate the service takes, such as Barbiecore nail art tutorials / tips on achieving the exact shade of Barbie blonde. However, my instinct is that beyond those angles, the smartest way to get in on the action is by responding to the cast – instead of the concept alone.

Ahead of the movie’s release date (21st July) and the LA and London premieres this week and next (the 9th in Hollywood; 12th in London), we’re in peak promo mode, delivering pure photocall gold. Unashamedly channelling her character IRL, there is plenty to be hooked onto Margot Robbie’s retro-inspired hairstyles, outfit-matching manis and pink palette of make-up for the red carpets.

But let’s not forget the looks being served by Ryan Gosling, America Ferrera, Dua Lipa, Issa Rae, Nicola Coghlan and Emma Mackey et al. The talking points for beauty and grooming will be as abundant as they are, no doubt, rose tinted.