Bare Escentuals is changing all of that with their new campaign, and it's all in the slogan: Pretty is what you are; beauty is what you do. That is the idea behind the company’s new ‘Be a Force of Beauty’ global campaign.
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| A look at the new campaign. |
Bare Escentuals, a company who rakes in nearly $1 billion a year in revenue, is known for their ideas that make-up should not only make a woman look good, but also feel good.
These new ads concentrate on more than just selling the benefits of wearing make-up. They focus on the idea that beauty is more than just a pretty face; it’s about what you do and how you affect the world around you.
“We can all be pretty but beauty is an action,’’ Leslie Blodgett, Bare Essentials executive chair told the New York Times.
To ensure the campaign stayed true to its message the Bare Escentuals team set out to do a blind casting of women ages 20 to 60 all across the U.S. to find their five spokes models. The Bare Escentuals representatives were not allowed to see any of the women until they were chosen for the campaign, instead the 270 candidates had to fill out extensive questionnaires about who they were.
“Do you know how challenging that is?” Blodgett said to the New York Times. “What if all five of them were blonde, blue-eyed and 30?”
Xanthe Hohalek, a creative director who worked on the campaign, said the company was looking for women who embody qualities like inspiration and humility and who had interesting stories to tell. “We were looking for something that was much more personality-driven,” Hohalek said to the New York Times.
The potential spokes models were narrowed down from the original 270 to 70 and brought in for casting calls. The casting calls were still blind auditions since the casting directors couldn’t see but could only hear the models being interviewed.
From the interviews, five women were chosen to represent the ‘Be a Force of Beauty’ campaign including an environmental activist, a volunteer firefighter, and a second degree black belt with a degree in mechanical engineering.
The campaign, which just launched this fall, features all five models in natural looks that appear un-retouched with the tag line of “Pretty Attracts Us. Beauty Changes Us.”
“We’re leaving in everything that they came with on their face. Every line, wrinkle, puffy bloodshot eye,” Blodgett said to the New York Times. “We have a responsibility as a beauty company to start changing the images that women see.”
To find out more about the campaign, get to know the models, or shop the Bare Escentuals collections check out the Bare Escentuals website.
Vanja Veric
