posted on: 08/01/2023
The Barbie trend—inspired by the Mattel toy and new Barbie movie—is transforming the beauty landscape, prompting consumers to overhaul their beauty and wellness routines. This revival is reflected in beauty enthusiasts exploring Barbie pink nail art, Barbie blonde hair color, and various thematic services that add a touch of nostalgia to their self-care routines.
Fresha, a marketplace and booking software for the beauty and wellness industry, has observed a remarkable uptick in this trend. The platform reports a 508 percent YoY increase in the number of Barbie-inspired services offered by salons, as noted in Fresha's proprietary booking data from June 19 to July 19, 2023, compared to the same period last year. Services tied to the Barbie universe, such as pink-colored hair and nails and platinum blonde transformations, have recorded an 83 percent increase YoY in bookings.
Recent data reveals a dramatic resurgence of the term Barbie in the global zeitgeist, with Google Trends recording a 323 percent surge in search interest from July 2022 to July 2023. This renewed interest has been triggered by the launch of the highly anticipated Barbie movie, which has significantly influenced beauty and wellness trends worldwide.
These Barbie-inspired trends have also taken TikTok by storm, with 23 percent of all posts featuring the #barbie hashtag (3 million) created in just the past 30 days. Moreover, Barbie-related beauty hashtags, including #barbienails, #barbiemakeup, #barbiebeauty, and #barbiehair, have garnered a staggering 171 million views in the past month, a testament to the trend's immense popularity.
As this trend sweeps the globe, salons are capitalizing on the hype by introducing Barbie-inspired offerings. For instance, PROPER Snacks in London recently launched a limited-time Barbie pop-up with unique services like Barbie tooth gems and Barbie nail art, all of which are bookable on the Fresha marketplace.
This trend underscores the profound impact of pop culture on consumer behavior in the beauty and wellness industry. It also highlights how businesses, like Fresha partners, are strategically using these trends to provide personalized experiences for customers.