Bare Minerals HQ – Force of Beauty Launch Event – January 2012
In any other social instance, me standing up and announcing that would probably be massively inappropriate, but in the hands of Bare Minerals right now, it’s more than appropriate. How many times have you ever seen a promo image for a beauty brand and just died a little inside because you know deep down you could never be that airbrushed image of skin perfection that you are presented with? For me, working next to Selfridges, definitely more times a day than I should. Fortunately, those kinds of things really don’t bother me much as i’m not too drawn in by media like that, but for most of the world’s population of women, that makes them feel significantly worse than better. And who would blame them? Stand up Bare Minerals, the US brand taking the UK by storm with their mineral based makeup. Why are they relevant? Well, they are the first beauty brand to sit up and say ‘actually, stuff your textbook rules, we’re going it our way’ and so they did. Meet their new ‘Be A Force of Beauty’ campaign, where the models were completely blind chosen by the brand.
They started with 271 women which by asking them questions and surveying them they got just 5, who signed a contract to be the brand new global face of Bare Minerals – before the brand had even seen what they looked like. It was a completely blind search. Now, they only started with 271 women, so I can understand there were some careful questions asked about their personality traits and skin before they were narrowed down, but that is totally fair enough. I absolutely love every single thing this campaign stands for, the theory of finding ‘beauty in a sea of pretty.’ I completely agree with the brand when they say beauty comes in all shapes and forms, and this is so well reflected in the choice of the women. They are all strong minded, inspirational women with real stories behind them – not just a pretty face with no depth.
Not only does the campaign mean so much, it’s been shot by Rankin, who has always been a firm advocate of personality and real people with his portraits. The way it’s been put together is different to usual beauty campaigns in where it’s been very minimally edited. As you can see with the shot of one of the ambassadors Lauren, all of her ‘wrinkles’ and ‘laughter lines’ have been left perfectly in place. Even down to her freckles. I really like all these little touches that help make me feel like I really know who Lauren is, and not just a face I glaze over, aimlessly trying to project a bad inspiration over me.
This campaign is going to start from February, in full force, with advertising and placement. You can also get involved by popping down to your local counter and having a Bare Minerals Make Under, which will mean you will get to try all the Bare Minerals products that are suited to your skin, and will make you feel like the real you again. You will also get a sample of the foundation to take home with you.
So stand up proud and say ‘I am a force of beauty.’
What do you think of Bare Minerals’ campaign? Do you like the way they’ve chosen to do it? Do you use Bare Minerals? Has this made you tempted to try Bare Minerals? Will you be popping down to the counter for a free make under?
Disclaimer: This was a press event but I am not sponsored or paid for any promotion of the campaign.