A week before the release of the highly anticipated Barbie movie, makeup and beauty brand NYX has opened its Barbie beach club pop-up store in Covent Garden, London.
The pop-up features the cosmetic brand’s limited-edition Barbie makeup collection in partnership with Warner Bros, celebrating the film starring Hollywood A-listers Margo Robbie and Ryan Gosling.
Inspired by director Greta Gerwig’s upcoming film, the beach club is “turning Covent Garden pink” where customers can try the limited edition makeup range from the brand and enjoy slushies by the pool, lighthouse, or the photo booth.
Yann Joffredo, global brand president at NYX Professional Makeup, said: “As a beauty brand rooted in entertainment, we’re thrilled to partner with an iconic studio like Warner Bros on the new movie Barbie.
“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 new 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.”
Katie Peake, creative director at Backlash, the creative experiential agency behind the pop-up said: “Everyone has been talking about the release of the Barbie movie, so it has been an absolute dream to work creatively with NYX Professional Makeup to create a highly shareable pop-up experience that brings to life the energy of both the film and the beauty brand in a unique way.
”It’s been really important for Backlash to continue the dialogue of inclusivity and representation which the NYX Professional Makeup brand does so well. We want to take everyone on a journey where all are welcome to dive into the pink beach paradise and express themselves with NYX Professional Makeup’s new beauty products.”
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