I stumbled upon (not the website, but the figurative notion that it once was before the internet) a campaign that really lit my fire a couple of weeks ago.
I’m sure most all of you know what Bare Minerals is, but just an overview, its make-up. Bare Minerals basically set the bar, in my mind, for mineral based powders. Their formula is light with amazing coverage. Some users have even been known to promote their skins improvement upon continued usage.
Their most recent campaign is based on the phrase, “Be a Force of Beauty.” With this one sentence, they caught my eye. This campaign focuses on five beautiful women. These women were chosen as the models for this campaign based on an application only process. One of the promotions on the commercial says “See how we found our models, without ever seeing their faces.”
I think it is a unique concept that fits perfectly in its market. The models are “real” women with amazing stories. Although they are promoting the make-up, they are more so promoting an attitude. It is not about the make-up, it is not about the fame, but it IS about the beauty.
The entire concept of “Be a Force of Beauty” is that being “pretty is not enough.” Take a minute to check out the Bare Minerals campaign website and tell me what you think.
For me, it is all about the beauty.