BARESKIN BY BAREMINERALS
Gaining a new audience while leveraging loyalty of existing consumers for the launch of a new product extension
bareMinerals’ entrance into the beauty space 20 years ago was nothing short of revolutionary – sparking a passion for mineral makeup that continues to grow today. In their first significant innovation since, the brand was looking to launch their first-ever liquid foundation. After ten years in the making, they came to JWALK hoping to break through the competitive clutter, gain a new audience and leverage even more loyalty from their existing customers.
JWALK developed a complete 360° campaign to launch bareSkin, including commercials, print, digital, social media, events, international marketing, distributor and in-store creative. We began with an in-store teaser campaign, inviting consumers to ‘tell?all’ in our confession booth and answer the question,‘What would you give?up for perfect skin?’ When the footage went viral, as part of our wider pre- launch, JWALK got to work educating consumers on the benefits of bareSkin and its ingredients. Fans spread the news and by the time the campaign launched in May, across multiple channels including TV, digital, press and print, the customers were primed and ready to buy.
bareSkin was an overnight success, selling 29% above its projected sales for both the foundation and its brush, within six weeks of its launch.