Be a Force of Beauty

(Please watch the videos posted above. It is highly recommended.)

Have you ever heard of a makeup model casting that didn’t require to see the model’s appearance at all? Well, now you have.

Recently, bareMinerals, an all-natural makeup brand, initiated a new campaign – “Be a Force of Beauty”. While most makeup brands sell the shallow idea of putting on layers of makeup to look like runway models, bareMinerals brings a fresh new perception of beauty.

From a business perspective, I strongly believe that this campaign has all the potential to become a great success. Why?

1) Point of Difference
Separating itself from most industry initiatives with blind castings, “real-life” models and redefining “beauty”, bareMinerals will be able to stand out to consumers and inspire them to recognize the brand.

2)Humanity/ Emotions
The idea that your physical appearance doesn’t solely determine your beauty provides customers with inspiration. Not only is the company selling makeup, they are also selling self-confidence. Also, have you noticed how the product is not mentioned in the commercials? They are trying to make you feel as if your close girlfriend is supporting this brand and so should you.When you feel good about yourself (and a campaign), you are most likely to spend more (and support the campaign).