image source: vogue.com
The world is turning pink with Greta Gerwig’s summer movie ‘Barbie’ featuring Margot Robbie and Ryan Gosling. Starting with pink pools to electric toothbrushes, burgers, and even an Xbox; Barbie’s marketing has spread wide. It is not just pink now, but Barbie Pink!
Starting from the shopping malls to the bigger brands like Gap, Zara, Aldo, and many others; everybody is participating in this Barbie campaign. Just type ‘Barbie’ and search on Google, it will turn your whole screen in a pink tint along with a burst of fuchsia fireworks.
Barbie dolls and other products have been always on the top of fashion trends starting from the 60s. Though in the early years, the palette was quite chic, there was an extensive influence of pink fashion and packaging from the seventies.
An assistant professor in the Department of Communication, Media and Film at the University of Windsor, Aidan Moir said, “It can be seen as a bit of an anxious time in terms of U.S. cultural politics. And when you go to pink, it’s such a happy color,” while talking about the dominance of pink. “It’s very soothing, particularly to younger audiences” and that is particularly the young girls, where Barbie’s market grew.
Moir also said, “When we think of brands, it’s always the visuals that first come to our mind,” and “So for Barbie, we think of pink.” Talking about the role of communication Moir said, “They make us feel certain things and they have certain effective emotions that are attached to the colors. … That is a really, really powerful form of marketing for a brand like Barbie.”
There is also a signature Pantone shade for the Barbie Pink: PMS 219C. This radioactive fruit punch of pink has been the trademark of the brand for decades. Canadian fashion designer Hilary MacMillan said, “I think it’s also a very diverse color.” With the Barbie Collaboration, many brands are getting painted with riotous shades of pink and people are loving it. MacMillan said, “It’s bright and fun and it just makes people happy.”
The ’80s and ’90s girls will feel pretty nostalgic for Barbie, but the current brand identity is changing the whole scene in every sector. Catch Barbie at theaters this Friday and drench yourself in Pink.
Follow Ryan Gosling: Twitter
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