Bare Escentuals to launch first-ever global platform, creates BareMinerals Ready Eyeshadow for fall

SAN FRANCISCO — Bare Escentuals is launching in September its first-ever global creative platform and marketing campaign, “Be a Force of Beauty,” aimed at amplifying the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action.

“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,” explained Leslie Blodgett, executive chairman of Bare Escentuals. “We have a responsibility to not just tell a singular story of beauty, but [also] share in the collective spirit of women around the globe.”

The new global platform is a natural extension to the brand, which pays tribute to the millions of women who have established Bare Escentuals as the original community brand, is as much about peer-to-peer community as it is about beauty products. “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 company stated.

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, when 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.”

The global campaign will be supported by TV, print, digital and social marketing efforts throughout the Americas, Europe and Asia.

The empowering message behind "Be a Force of Beauty" augments the less-is-more approach of Bare Escentuals’ BareMinerals product line. Bare Escentuals has now expanded its portfolio with the new 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 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.

BareMinerals Ready Eyeshadow will first appear in the “Be a Force of Beauty” campaign this October to mark its official launch in North America, followed by a global rollout in spring/summer 2012.