Oh no, we're going to talk about Barbie again! As I understand you. I'm angry too. I was waiting for this film with so much impatience. And I loved it. But this wave of marketing, of questionable collabs, these hundreds of thousands of co-branded products that accompanied the film, it's really bad. A gluttony which unfortunately does not advance our civilization. It would have been so cool for Mattel to have kept moderation, to avoid those juicy contracts for Nyx eyeliner, OPI nail polish and Boohoo glitter bralettes. To work on communication with modernity, in line with the ideas infused in the film.

I suggest you forget for 5 minutes this excess, this firecracker pink binge in which the entire planet has been immersed for several weeks and understand what Patine owes to Barbie!



1. The small changing room that we put back

2. The Club Barbie community

3. The game :)

2. The Club Barbie community next:



Even though I was never allowed to be part of it, I always dreamed about the registration vouchers, and grabbed some little exclusive gifts reserved for members (anyone remember the mini paint palette? Pink bracelet?). The Patine Club has been connecting us all for 6 years, and soon we will make it exist for real. A loyalty club directly inspired by the 90s, but completely reinvented. I've always loved clubs, but not the ones that exclude. VIP Clubs that only exist because others can't be, that's not my thing. But I loved summer camps, that feeling of being part of a group. I loved advertising shoots in my previous job, forming a team for a joint project. The imaginary Clubs set up with my friends, with their secret code, their alphabet...I think that the new cool does not need elitism to exist, and that horizontal brands, which know how to make themselves desirable while putting themselves on the same page level that their customers, they are the future. Everyone is invited to the Patine Club, as long as they like the rules of conduct :)