BAREPRO BY BAREMINERALS
Extend BAREMINERALS’ beauty dominance to the glamorous realm of performance foundation with a 360 campaign
bareMinerals is already a foundation authority, fully owning the loose powder mineral market. When they wanted to bring their skin-loving ingredients to the performance wear high-coverage game, they called on us. The ask was to formulate an exciting, bubbly, and cheeky campaign that showed bareMinerals’ range and adaptability, while remaining true to the guiding principle of good-for-you ingredients that has always set them apart.
Tasked with communicating that barePro’s point of difference is that it doesn’t feel cakey like most powder foundations, and given the freedom to insert some humor in the campaign, we came up with a spot built upon the idea that with barePro you can now have your cake, but you don’t have to wear it. In evolving the product offering, we delivered a highly stylized commercial with some pop and punch to stand out from previous creative and status quo industry commercials.
In conjunction with the spot, we crafted a global toolkit inspired by the spot. Our creative developed for the campaign was used universally across commercial, print, visual merchandising, and digital mediums.