‘We Don’t Like Using the F-Word’ Campaign Amplifies the Brand Belief That bareMinerals Foundation Is in a League of Its Own
San Francisco, CA (August 16, 2012) – Launching this August, bareMinerals (www.bareMinerals.com) unveils a conversation-starting
campaign to champion its award-winning foundation franchise and the highly-anticipated launch of its fi rst-ever solid bareMinerals READY™
SPF 20 Foundation. Rooted in the brand’s heritage of speaking to their foundations as a closer relative to skincare than makeup—ever since
revolutionizing the industry with the launch of bareMinerals ORIGINAL SPF 15 Foundation in 1995—this campaign introduces the idea that
‘foundation’ has become a dirty word thanks to the cakey, pore-clogging formulas widely available that have given the category a bad rap,
instituting fear in women that are relentlessly seeking the solution to fl awless skin.
benefits—a 108% increase in skin hydration after 12 hours of wear—and invisible long-wearing coverage that will have others complimenting your
skin (not your makeup), the word ‘foundation’ does not do this latest innovation justice. ‘We Don’t Like Using the F-Word’ aligns with the brand’s
innate desire to challenge the status quo while off ering a unique perspective on what bareMinerals READY SPF 20 Foundation can do for the
skin. No visible trace of makeup, no parabens or harsh chemicals, no dreaded line of demarcation—simply smooth, fresh, younger-looking skin.
“From the moment I launched bareMinerals, I’ve always struggled using the word ‘foundation,’ it never felt right,” explains Leslie Blodgett,
Creator of bareMinerals. “Our formulas do so much more—actually improving the appearance of skin over time and giving women their most
beautiful skin ever without looking like they’re wearing makeup at all. So, while it’s technically a foundation, we knew we had to speak to it in a
diff erent way…so we did it on our terms. This campaign really sums up our philosophy on this product category—there’s no mistaking what we
The first iteration of the ‘We Don’t Like Using the F-Word’ campaign will kick off in North America in mid-August to support the nationwide launch of bareMinerals READY SPF 20 Foundation on September 1, 2012. bareMinerals READY SPF 20 Foundation joins bareMinerals awardwinning ORIGINAL and MATTE foundations that each off er unique skin-nourishing benefits in addition to diff erent fi nishes. While the campaign highlights the product attributes of READY foundation, the underlying message of the campaign is a natural extension and illustrative reinforcement of the bareMinerals brand philosophy of seeing beauty diff erently and believing that beauty can change the world.
bareMinerals ‘We Don’t Like Using the F-Word’ Campaign
The national campaign will be supported by print, digital and social marketing eff orts. The campaign creative is designed to espouse the core
product principles of the bareMinerals foundation category—natural-looking makeup with real skincare benefi ts—while underpinning the idea
that bareMinerals foundations don’t behave like other foundations. Simply put, bareMinerals stands for a natural, no-makeup look and feel; it’s
not about covering up or hiding behind a mask of makeup.
“With the launch of this groundbreaking new foundation, it was critical for the campaign to have a diff erentiated angle and a message that
is synonymous with our underlying brand beliefs around this product category,” commented Simon Cowell, CEO of Bare Escentuals. “It also
needed to speak to the product attributes in a novel way that really champions our entire foundation assortment which are undeniably in a
category all their own.”
bareMinerals READY™ SPF 20 Foundation
Made with good-for-you ingredients, bareMinerals READY SPF 20 Foundation is an innovative concept in solid mineral technology. The fi rstever
solid foundation for the brand, the formula incorporates a unique time-release hydration system that is clinically proven to increase skin
hydration by 108% after 12 hours of wear. A complex of mineral-encapsulated glycerin and humic acid locks in existing moisture and breaks
down upon application and over time to continuously condition and soften skin. The formula also utilizes a proprietary SeaNutritive Mineral™
Complex coupled with antioxidants and rose hip seed oil, a cold-pressed seed oil, to help accelerate cell turnover for fi rmer-looking skin and
Vitamins C and E for a healthy-looking complexion. This foundation diminishes the appearance of lines and wrinkles, delivers fi rmer-looking
skin and protects skin from harsh environmental stressors with broad spectrum SPF 20 protection. Formulated without parabens, binders, fi llers
or harsh chemicals. Available in 20 skin-baring shades.
For us, confi dence is beautiful. And every bareMinerals product is designed to bring out your true beauty—because we believe that beauty can
change the world.
The brand is available in 31 countries, with over 6,500 points of distribution, including over 200 company-owned boutiques. For further information please visit: www.bareMinerals.com.