Agenda-setting intelligence, analysis and advice for the global fashion community.

Beauty Cashes in on the Return of the Summer Blockbuster

From ‘Smurfs’ to ‘Jurassic World Rebirth’, big-budget films are an increasingly popular marketing tie-in for beauty companies — especially when their founder is also a star.

Fenty Beauty's collaboration collection with "Smurfs" (L) and The Outset's skincare kit with "Jurassic World Rebirth." (Fenty Beauty/The Outset)

Liz Flora

17 July 2025

BoF PROFESSIONAL

In between dinosaur action scenes for “Jurassic World Rebirth,” Scarlett Johansson was brainstorming with the team at her skincare brand The Outset about promotions based on how she used products on set. For example: The Botanical Barrier Rescue Balm, a treatment balm in a tin, was soothing on scratches sustained from crawling through thick brush.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

With ‘Wicked,’ Fashion Tests the Limits of the ‘Barbie’ Model

Looking to repeat last year’s marketing phenomenon, a slew of brands have dropped collaborations tied to the much-anticipated film’s release this week.

Breaking Down the Barbie Phenomenon, From Mattel to Chanel

Mattel’s president and COO sees the summer’s hottest film opening a new chapter for the company, with implications for partners across retail and fashion.

Why So Many Barbie Beauty Collabs Are Falling Flat

The summer movie’s influence on fashion is undeniable, but most collaborations and product pushes in makeup, skin care and hair care are falling flat.

About the author