bareMinerals has set tongues wagging with its revolutionary new beauty campaign



Today marks the launch of one of the most eagerly anticipated and revolutionary beauty campaigns the industry has seen since the Dove Real Women adverts hit billboards in 2004.

bareMinerals' Be a Force of Beauty campaign initially set out to create discussion around the statement 'Pretty is what you are, Beauty is what you do with it'. From this strapline, and its admiral philosophy for championing natural beauty, it bravely opted for an unconventional 'blind casting' process in order to choose the models to front the campaign – the first beauty brand ever to do so. Questionnaires were sent to 271 part-time models and actresses and 78 successful candidates were invited to attend an interview with the casting directors.

These interviews took place behind a wall so that each candidate's appearance was completely concealed and their suitability for the campaign was judged entirely on their answers to such questions as, 'Who’s the most beautiful person you know?', 'What makes them so beautiful?' and 'How would you describe “beauty”?' The final 5 women (Andrea, Keri, Melanie, Lauren and Darlene) were chosen to be the ultimate forces of beauty after overwhelming the directors with their answers to the questions, their stories, fears, dreams, accomplishments and distinguishing quirks.

The campaign was shot by world renowned photographer Rankin, who deliberately by-passed the airbrush and, instead, created naturally stunning images of the women – complete with laughter lines, freckles and other indicators of real beauty . Jo Swinson, the MP who has been hitting the headlines today for helping to ban the L'Oreal Paris' Revitalift Repair 10 advert that featured Rachel Weisz, appeared on Daybreak this morning and spoke openly about her support for the bareMinerals campaign.

"Be A Force Of Beauty’ doesn’t only shun retouching, but celebrates women’s ambition and achievement, showing that beauty is about much more than just looks.” To celebrate the campaign, during the month of February bareMinerals is offering customers one of its famous make-unders and a complementary sample of its award winning SPF15 Foundation in matte or original. Visit to find your nearest stockist and to learn more about the campaign.