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New Bare Escentuals Campaign Inspires

The ‘Be a Force of Beauty’ campaign amplifies the company’s core belief that beauty can changes lives.

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By: Jamie Matusow

Editor-in-Chief

Bare Escentuals unveiled its first-ever global creative platform and marketing campaign with its ‘Be a Force of Beauty’. The campaign amplifies the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action, according to the company.

“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.”

‘Be a Force of Beauty’ kicked off in North America early this month and will roll out to international markets in Spring 2012. The campaign features five women, each personifying a ‘force of beauty’ as identified during a blind casting held in late summer. According to the company, the blind casting highlights 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. TV, print, digital and social marketing efforts will be used for the global campaign 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,’ explains Blodgett.
Check out highlights of the new campaign at www.bareescentuals.com

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