NYX Brings Its Barbie Collection to Ulta

Ulta Beauty is tying in to the July 21 theatrical release of Warner Bros.’ "Barbie" with a sweepstakes, pop-up events and multiple licensed exclusives. The retailer received an exclusive launch window June 25 through July 1 for a limited-edition Barbie The Movie collection from L'Oreal's NYX Professional Makeup. The line of nine SKUs range from a $6 “It’s a Barbie Party” buttery lip gloss to an $18 compact mirror shaped like a flip phone. Several of the SKUs quickly sold out, including a $70 makeup set. Bright pink floorstands in stores promote the film’s release and promise that the NYX products offer “dream artistry for every Barbie and Ken.” The brand promoted the Ulta launch with Facebook, Instagram, Twitter and Instagram updates that enlisted beauty influencers to create looks using the line. NYX also partnered with Mattel’s the Barbie Dream Gap Project to design a co-branded Instagram filter and is pledging to donate $1 (up to $25,000) every time it is shared from July 10-28. "As a beauty brand rooted in entertainment, we're thrilled to partner with an iconic studio like Warner Bros. on the new movie," Yann Joffredo, NYX global brand president, said in a statement. "The themes of empowerment and embracing inner beauty in the movie align deeply with our core values of advocating for self-expression and exploring your boldest potential. The movie release has sparked so much nostalgia among its fans throughout the world and we're excited to play a role in building upon this momentum even more." In other activity, Wella’s OPI is selling a Barbie Dreamhouse press-on nail set and a two-piece nail polish collection exclusively at Ulta. The items are part of the brand’s 12-SKU Barbie collection, which launched on July 1. OPI plugged the exclusive press-ons on Instagram and TikTok. Ulta shoppers who spend $30 on the collection by July 15 will receive a free pink belt bag. In Ulta stores, racks positioned alongside the NYX floorstands stock additional Barbie products from brands including Farouk Systems International’s CHI, Truly Beauty and Hally. Window posters spotlight the movie tie-ins. Consumers could follow Ulta on TikTok and tag a friend from July 2-9 to enter a sweepstakes awarding five winners with a bundle of Barbie-branded cosmetics. The retailer also hosted a series of Barbie pop-ups at four stores in California, Florida and Illinois from July 1-2 that featured blowouts from CHI and the chance to pose for photos in a giant Barbie doll box. A July 1 Instagram update plugged the events.

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