Making the Barbie x Tangle Teezer brush iconic with a 360° social and IRL campaign.

Position the Barbie x Tangle Teezer brush as a vehicle for empowering consumers to be whoever they want to be.

It’s not enough to have a hot pink product or rely on gimmicks. Instead, you have to prove the unique value of your product. For Tangle Teezer, that meant taking a fresh approach to one of Barbie’s most quintessential features: her hair. So, throughout this campaign, we leaned heavily on the transformative powers for which both brands are renowned. Giving consumers permission to bask in the world of infinite possibilities by entering the universe that Barbie and Tangle Teezer have created together.

A new universe, cohesively communicated to make the Barbie x Tangle Teezer the top-selling hairbrush in its launch month.

From the event in Cannes to the campaign video and beyond, a cohesive narrative was built, executed and amplified to ensure the launch of Tangle Teezer and Barbie’s new brush was truly iconic. In the first month since, sales in key markets have propelled the product to bestselling status at various retailers.

Product seeding and UGC moments at the event encouraged a wealth of extended coverage, with the instantaneous and immersive nature of the event itself proving to be the ideal backdrop against which to start building hype, pre-launch. Each moment was timed perfectly around the product’s official launch, which was synchronised with the release of the video we created, maximising engagement with a global audience that totalled 65.1M thanks to the influencers’ combined platforms.