Bare Escentuals Launches Global Platform
Launching this September, Bare Escentuals (www.BareEscentuals.com) unveils 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 activating women to put beauty into action.
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.
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.
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.
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."