Playing off the notion, Pretty is. Beauty does.™ Bare Escentuals celebrates and gives emphasis to the influential power of beauty as more than meets the eye. By going beyond the surface visage, Bare Escentuals builds upon its heritage as an unconventional beauty brand, recognizing the opportunity to give women a voice and to champion the individual stories that represent their own ‘force of beauty.’
“Celebrating women isn’t new for us; it’s who we are and what we do. It’s always been more than a philosophy, it’s really our DNA,” explains Leslie Blodgett, Executive Chairman of Bare Escentuals. “We have a responsibility to not just tell a singular story of beauty, but rather share in the collective spirit of women around the globe.”
The new global platform is a natural extension to the brand and pays tribute to the millions of women that have established Bare Escentuals as the original community brand, that is as much about peer-to-peer community as it is about beauty products. A true testament to Leslie Blodgett’s legacy of fostering genuine personal relationships, ‘Be a Force of Beauty’ is the next evolution of the brand’s commitment to engage women in real, open and honest dialogue and will serve as a call-to-action to further ignite the conversation around beauty.
The first iteration of ‘Be a Force of Beauty’ will kick off in North America in early September and will roll out to international markets in Spring 2012, where each campaign will evolve from region to region. Supported by integrated marketing efforts, the campaign creative will feature five women, each personifying a ‘force of beauty’ as identified during a blind casting held in late summer. Recognizing that beauty is not solely defined by a physical manifestation, the methodology behind the blind casting is meant to highlight the symbolic relationship between confidence and beauty, demonstrating that it’s the effect of confidence on the world that is the hallmark of true beauty.
Bare Escentuals ‘Be a Force of Beauty’ Global Brand Campaign
The global campaign will be supported by TV, print, digital and social marketing efforts throughout the Americas, Europe and Asia. The campaign creative is designed to elicit a social discussion around beauty and motivate women into action, summarized by such taglines as, “Pretty is what you are. Beauty is what you do with it.”
“We wanted ‘Be a Force of Beauty’ not only to be relevant, but also tangible for women around the world,” commented Simon Cowell, Global CMO for Bare Escentuals. “We acknowledge that there is real power and potential in beauty and it’s our role to inspire women and serve as advocates to showcase the cultural impact beauty can have on humanity.”
With a large scope for interpretation, Bare Escentuals partnered with the photographer Rankin to inject soul into the print campaign, and director Gregory Maya for fifteen and thirty second TV spots and webisodes. Both were tapped to breathe life into the ‘Be a Force of Beauty’ anthem and bring a sense of authenticity and sincerity to the campaign by capturing an honest expression of inner beauty. To uphold this mandate for authenticity, Bare Escentuals intentionally chose to leave in the distinguishing characteristics of each woman appearing in the creative and all signs of life that represent their experiences to further add value and integrity to the campaign.
“This level of truthfulness became critical for us as we continued to ideate on this campaign,” noted Cowell. “‘Be a Force of Beauty’ really sums up our brand anthem and pays tribute to the legacy we’ve already established and also carries us into the future as we continue to expand our global footprint.”
bareMinerals READY™ Eyeshadow Fall 2011
The empowering message behind ‘Be a Force of Beauty’ augments the less-is-more approach of Bare Escentuals’ award-winning bareMinerals product line. Made with healthy, good-for-you ingredients, Bare Escentuals introduces bareMinerals READY™ Eyeshadow, a new innovative concept in solid mineral technology for Fall 2011. Created through a unique cold-pressed method, the formula combines a proprietary SeaNutritive Mineral™ Complex with powerful antioxidants, cold-pressed borage oil, caffeine and cucumber to deliver anti-aging benefits, including depuffing and antioxidant protection for a softer, smoother, revitalized eye area. Formulated without parabens, binders, fillers, and chemicals, bareMinerals READY Eyeshadow delivers on this less-is-more approach with a high-performance product that delivers beautifully smooth, vivid, long-wearing color with the added bonus of incredible skin-renewing benefits.
Pure, intense, provocative color—from high-impact drama to sublimely subtle—these are shades that inspire a thousand stories. There’s a narrative behind every bareMinerals READY Eyeshadow palette, deep meaning in every vibrant shade, and boundless beauty in the blendability. Introducing fifteen one-of-a-kind duos and four quads, each conceptual palette takes the guesswork out of makeup artistry with complementary shades that work seamlessly together for endless blending options to illuminate the eyes.
bareMinerals READY Eyeshadow will first appear in ‘Be a Force of Beauty’ creative this October 2011 to mark its official launch in North America, followed by a global roll-out in Spring/Summer 2012.
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