Barbie x LUSH
Campaign
Brief
To help cut through all of the Barbie-mania that was Summer 2023, LUSH asked us to come up with some big ideas that would pierce the zeitgeist, driving awareness and sales of their new range of Barbie inspired products.
Idea
Tapping into music and culture, we created content streams for YouTube and Pinterest that would showcase the world and aesthetic of Barbie, whilst heroing the LUSH values and products.
New Nostalgia
Taking it back to the era, that not only gave us the iconic Barbie dolls and ads, but also the very first LUSH store. The 90s was home to many of music, culture and trends that are coming back to the forefront today – so we thought of an authentic way to pay homage.
With our hero talent, Eliza Rose, we created a short piece of content celebrating the drum & bass sounds of the 90s, as well as our pink protagonist, Barbie. The video featured all of the key products from the Barbie x LUSH range, whilst bringing beautifully pink, retro vibes.
Get Un-Ready With Me
Our second content stream was for all the GRWM content lovers, as we flipped the idea of perfectly poised beauty typically associated with Barbie, to show our audience how self-care equals self-love and empowerment!
Collaborating with a diverse group of creators and role models who are all pioneering and empowering women within their work, we produced several short-form content pieces highlighting how they unwind, and do self-care using the Barbie x LUSH products.
Credits
Creative Director: Sita Shah
New Nostalgia Creative: Bixanne Tam
GUWM Creative: Daniel Obichukwu
Video Director: Alex Morley, Will Nash
Exec Producer: Rawley Bornstein