Paul Mitchell x World of Barbie Partnership
The Challenge
Reintroduce the iconic Paul Mitchell brand to a new generation through a dynamic partnership with World of Barbie, an immersive experience in Santa Monica, CA, created in collaboration with Mattel. The goal: reignite brand love, modernize perception, and connect with younger audiences through a pop culture phenomenon.
The Strategy
In 2023, The Barbie Movie became a global cultural moment, and while official film partnerships were already in place, I identified a unique opportunity for Paul Mitchell to join the conversation authentically. By guiding leadership to partner with World of Barbie, we positioned the brand at the heart of an experience-driven event that celebrated self-expression, beauty, and nostalgia.
The six-month activation featured a buzzworthy on-site salon, immersive out-of-home moments, and multiple VIP and consumer touchpoints, designed to spark connection and elevate brand visibility. The result was an experiential platform that merged pop culture with professional hair artistry, introducing Paul Mitchell to an entirely new audience in an unforgettable way.
The Execution
Inside World of Barbie, we built a digital salon experience where visitors could virtually “try on” hairstyles and colors powered by Paul Mitchell innovation, all tied to a coordinated social campaign.
To amplify impact, we hosted a glamorous opening night celebration and a private AMC Barbie premiere, welcoming over 120 top-tier press and influencers for the ultimate “Night with Barbie” experience.
Throughout the six-month partnership, Paul Mitchell professionals also hosted live styling sessions, transforming ticket holders with “Barbie-inspired” looks that brought the brand’s artistry and products to life in real time.
The Results
The Paul Mitchell x World of Barbie partnership engaged over 40,000 visitors across six months, exceeding visibility goals and positioning the brand squarely within one of the year’s most culturally resonant movements. Paul Mitchell successfully captured a younger, trend-conscious audience, and reasserted its relevance in modern beauty culture.
Note: Metrics from Influencer Event Only
$4.78M
Press Ad Value
18.8M
Influencer Engagement
$1.45M
Social Media EMV
Why It Matters
This partnership proved the power of cultural alignment—how a legacy brand can stay timeless by leaning into the moment. When done strategically, brand collaborations don’t just drive awareness; they create shared experiences that spark emotion, conversation, and connection far beyond the traditional marketing playbook.
