Starting this September, the make-up company Bare Escentuals will be revealing it’s first global creative platform and marketing campaign. This new campaign stems from the 35-year history of one of the company’s idea ‘Be a Force of a Beauty’. Bare Escentuals works towards and enforces their belief that beauty can change the world by inspiriting positivity and activating women to put beauty into action. Their slogan Pretty is. Beauty does. ™ gives emphasis to their idea to the influential power of beauty as more than meets the eye.
Their new global campaign will be focused by TV, print, digital, and social marketing advertising in the Americas, Asia, and Europe. The point of the new global campaign is to create a discussion among women about how beauty motivates you into action. “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.”
The various ads throughout the campaign focus on truth of beauty and the original characteristics each woman has in the campaign. “This level of truthfulness became critical for us as we continued to ideate on this campaign,” noted Cowell. “‘Be a Force of Beauty’ really sums up our brand anthem and pays tribute to the legacy we’ve already established and also carries us into the future as we continue to expand our global footprint.” Bare Escentuals newest campaign is obvious that they want to steer away from other companies and focus on natural and in this case, “Force of Beauty”.
Read the full article here.
I think it's interesting that a campaign for beauty products is focusing more on internal beauty than the external appeal. Because nothing like this has been done before, I think it makes the Bare Escentuals product more recognizable from other beauty ads. After reading your excerpt here, I ventured onto the BareEscentuals website and 'met' the five women whom ended up as part of the campaign. I was pleasantly surprised to see that not all of the women were the "cookiecutter models" we typically see in beauty ads. However, this works to the campaigns advantage since it uses "real" women instead of spokeswomen. It's relatable to women from all walks of life. Overall this campaign is inspiring and I believe it will be successful. Thanks for sharing!
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