REVIEW: Be a Force of Beauty with bareMinerals

According to bareMinerals and its new ‘Force of Beauty’ campaign there are new rules about beauty that we need to be aware of!! This new campaign is encouraging every woman to recognise that beauty comes in all shapes, sizes and shades. This revolutionary idea is not only a first for the brand but also a first for the beauty industry.

The brand seem to have found a way to leave behind their old brand image and cast 5 beautiful women to be the faces of this new bold campaign. And this was not just any casting, further more this was a blind casting! Yes that's right- this is the first time a beauty brand have ever picked their campaign leads without even seeing them!  Final decisions were based purely on answers provided about their personal passions and values rather than just looks.
And another thing, all final images have purposefully had what would usually be viewed as ‘imperfections’ like freckles, wrinkles and laughter lines, un-retouched specifically to showcase each model’s real beauty.
                                                  How will you become a Force of Beauty?

"This is pretty revolutionary and unheard of for a beauty company’, said Leslie Blodgett, creator of bareMinerals. ‘Let’s be honest, there was a high level of risk associated with this approach and I had no idea what to expect. What I discovered was how liberating it is to do the right thing and choose women based on their values, not the way they look. We love women and their stories and it reinforces everything we stand for, and frankly, I think the models were equally enamoured with our approach."

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