Bare Escentuals launches first global marketing campaign


\'Be a Force of Beauty\' project to highlight brand’s core message

Bare Escentuals is to launch its first global marketing campaign this autumn, which the brand hopes will convey its core message of inspiring positivity in women through the medium of beauty.

The new campaign will launch in the US this month, before rolling out in Europe and Asia in early 2012. The campaign will include TV, print, digital and social marketing projects with print images shot by legendary photographer, Rankin, and the TV and webisodes directed by Gregory Maya.

Under the banner ‘pretty is, beauty does’ the campaign will feature five women, each personifying a ‘force of beauty’ who were chosen in a blind casting, reinforcing the brand’s message that beauty is not solely a physical manifestation.

“Be a Force of Beauty really sums up our brand anthem and pays tribute to the legacy we’ve already established and also carries us into the future as we continue to expand our global footprint,” commented global cmo, Simon Cowell.