BareMinerals to reignite the real beauty debate

US mineral make-up brand BareMinerals has unveiled its first global marketing campaign featuring models cast entirely for their personalities. Dubbed ‘Be A Force of Beauty’, the campaign centres on images of five women – shot by British photographer Rankin – and will be used around the globe to promote the brand’s ethos that “beauty can change the world.” Inspired by the notion that ‘beauty is as beauty does’, around 300 models and actresses were hidden behind a screen during a blind casting last summer before undergoing a selection process based on the merits of their characters alone.
The idea is said to be ‘revolutionary’ to the beauty industry and BareMinerals hopes it will highlight the symbolic relationship between confidence and
beauty. Meanwhile the brand says it plays tribute to the millions of women that already use its products and hopes it will engage others and further ignite the debate over what defines real 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 the brand’s creator Leslie Blodgett. “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.”
Simon Cowell, global CMO, comments: “We wanted ‘Be a Force of Beauty’ to not only be relevant, but also tangible for women around the world. 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.” He adds: “‘Be a Force of Beauty’ really sums up our brand anthem and pays tribute to the legacy we’ve already established.”

The move echoes fellow beauty brand Dove’s attempts to prompt consumers to question preconceived physical ideals in the media. Its Dove Campaign for Real Beauty, also shot by Rankin, launched in 2004 to mixed reviews from both consumers and the press.
The first iteration of ‘Be A Force of Beauty’ will roll out in the UK this spring while videos and information has already gone live on the brand’s website – The campaign will be supported by print, digital and social marketing throughout Europe and seeks to provoke discussions and ‘motivate women into action.’