Why Are Requests For Platinum Blonde Hair Increasing?

The "Barbie" trend is transforming the beauty landscape, prompting consumers to overhaul their beauty and wellness routines.

This revival is reflected in beauty enthusiasts exploring Barbie-pink nail art, "Barbie blonde" hair color and various thematic services that add a touch of nostalgia to their self-care routines.

Fresha, the world’s leading marketplace and booking software for the beauty and wellness industry, has observed a remarkable uptake in this trend. The platform reports a 508% YoY increase in the number of Barbie-inspired services offered by salons, as noted in Fresha's proprietary booking data from June 19th to July 19th, 2023, compared to the same period last year. Services tied to the Barbie universe, such as pink-colored hair and nails and platinum blonde transformations, have recorded an 83% increase YoY in bookings.

Recent data reveals a dramatic resurgence of the term "Barbie" in the global zeitgeist, with Google Trends recording a 323% surge in search interest from July 2022 to July 2023. This renewed interest has been triggered by the launch of the much-anticipated Barbie movie, which has significantly influenced beauty and wellness trends worldwide.

This Barbie-inspired trend has also taken TikTok by storm, with 23% of all posts featuring the #barbie hashtag (3M) created just in the past 30 days. Moreover, Barbie-related beauty hashtags, including #barbienails, #barbiemakeup, #barbiebeauty and #barbiehair, have garnered a staggering 171 million views in the past month, a testament to the trend's immense popularity.

As this trend sweeps across the globe, salons are capitalizing on the hype by introducing Barbie-inspired offerings. For instance, the Proper Salon in London has recently launched a limited-time pop-up with unique services like Barbie Tooth Gems and Barbie Nail Art, all of which are bookable on the Fresha marketplace.

This trend underscores the profound impact of pop culture on consumer behavior in the beauty and wellness industry. It also highlights how businesses are strategically using these trends to provide personalized experiences to their customers.