January 23, 2012
Beauty in Action
This February, bareMinerals will launch its first ever global creative platform and marketing campaign. Rooted in the company’s 35 year history, ‘Be a Force of Beauty’ amplifies the core belief that beauty can change the world, both by inspiring positivity and by activating women to put beauty into action. Centred on the notion of "Pretty is. Beauty does.” bareMinerals celebrates and emphasizes the influential power of beauty as being more than meets the eye. By insisting upon looking beyond the surface, bareMinerals builds on its heritage as an unconventional beauty brand and recognizes 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 to us — it’s always been more than a philosophy. It’s really in our DNA,” explains Leslie Blodgett, creator of bareMinerals. “We have a responsibility to share in the collective spirit of women around the globe, rather than just tell a singular story of beauty.” The new global platform is a natural extension of the brand and pays tribute to the millions of women who have established bareMinerals as the original community brand — one that is as much about the peer-to-peer community as it is beauty products. A true testament to Leslie Blodgett’s legacy of fostering genuine personal relationships, ‘Be a Force of Beauty’ is the next stage in the 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 beauty discussion.
Supported by integrated marketing efforts, the campaign creative will feature five women, selected during a blind casting held in late summer, each personifying a ‘Force of Beauty’ as identified during a blind casting held in late summer. Recognizing that beauty is not solely defined by physical manifestation, the blind casting is designed to highlight the symbiotic relationship between confidence and beauty, demonstrating that it is the effect of confidence on the world that is the hallmark of true beauty. The global campaign will be supported by print, digital and social marketing efforts throughout Europe. The campaign creative is designed to elicit a social discussion around beauty and motivate women into action, summarized taglines such as “Pretty is what you are. Beauty is what you do with it.”
“We wanted ‘Be a Force of Beauty’ to be both relevant and tangible for women around the world,” commented Simon Cowell, Global CMO. “We acknowledge that there is real power and potential in beauty — and that it is our role to inspire women and showcase the cultural impact that beauty can have.” bareMinerals took advantage of the campaign’s broad scope for interpretation and partnered with the photographer Rankin to inject soul and bring a sense of authenticity and sincerity to the campaign, capturing an honest expression of inner beauty. To uphold this mandate for authenticity and invest the campaign with further integrity, bareMinerals chose to retain the distinguishing characteristics of each woman appearing in the creative, seeing these as representing personal experiences and signifying a life well lived. Cowell cited “truthfulness” as being critical for the campaign and believes that “‘Be a Force of Beauty’ really sums up our brand anthem, pays tribute to the legacy we have already established and carries us into the future.”
More information
www.bareminerals.co.uk/forceofbeauty
