Every single day, us girls and boys alike are forced upon beauty and fashion campaigns that 99% of the time are modelled with the "perfect" beauty or the "perfect" look. The airbrushed, stereotypically beautiful girl. The girl that has perfect hair and flawless skin and the girl that no matter how beautiful we are- we will always compare ourselves to "I wish I was that beautiful".
It's always refreshing when a brand or a company deliver a concept with a different message; something that makes us feel stronger rather than make us feel like we should be like that girl.
That's exactly what Bare Escentuals have done.
Yesterday, I was lucky enough to be invited over to the amazing Bare Escentuals offices in London to take a look at the new campaign for myself and I'm super excited to share it with you all.
Bare Escentuals have never had a face for their brand, until now. They set out to find five of the worlds most beautiful girls to be the face of their products, but through a casting with a twist. A blind casting. Whats that? It's exactly what you probably thought it was, a casting process- without ever seeing these ladies faces.
"Finding the beauty, in a sea of pretty"
They sent out the same survey to a huge amount of models and actresses; 271 of them responded.
Every single one of them had a story- but no photograph.
Some companies- most companies, would be terrified of a process like this. But I feel like theres something so powerful and real about a brand that can do that with such confidence.
Stories included that of women that were animal activists, entrepreneurs, charity workers, women with degrees, women with children- women from all walks of life.
From that stage of the process, 78 interviews were held. Blind interviews. Interviews that took place, with a wall in between.
For three days, the clients and the agency listened to the beauty in the girls voices, in their stories, in their attitude to life and the way they came across in general. 26 ladies were called back for the last part of the process and three days later, the Bare Escentuals were ready to meet five of the worlds most beautiful women- five forces of beauty. The new faces of Bare Minerals. Andrea, Lauren, Darlene, Keri and Melanie. You can watch their videos and their stories on the Bare Escentuals website here.
Shot by Rankin, which is amazing in itself, throughout the whole campaign including the ads, magazine shots and billboards above the counters- these ladies will be staying there real selfs. Minimally edited, the features of these ladies that in most campaigns shots would usually taken away, are staying. The bits that tell the story- the laughter lines, the freckles and the "wrinkles".
I think "Be a force of beauty" is such a strong, empowering message. Having this message standing out over beauty counters could help so many girls and give them the confidence to stand up say "I'm a force of beauty" too.
From this whole campaign, what I'm going to hold onto is that beauty isn't skin deep, pretty is. Beauty shows in all shapes and sizes and comes from within and shows through your confidence, your depth and determination, the way you talk and the way you care. Beauty changes the world. Confidence counts.
To celebrate the new "Force of beauty" campaign, Bare Escentuals want to get you involved.
They want you to try the products that are worn all around the world, by people of all ages, for all occasions. Products that are said to be so pure, you can sleep in them.
Launching on the 1st February, for the whole month you can go and get a free "make under" and free sample of the famous foundation at any of the Bare Minerals counters or boutiques in the UK.
To find the one nearest to you visit the website here.
How do you feel about the new campaign? Does it make you feel all strong like it does me?
I would love to hear from you all.
I hope you're well
xx