bareEscentuals is a brand focused on organic, high-quality products with a special affinity for making consumers feel like a part of the 'family'. This campaign is for their line of beauty products, bareMinerals, and is centered on these concepts. By exposing the dirty secrets of the beauty industry and revealing the true worth of their products, the campaign creates more personal experiences between consumers and the brand. We wipe away the myths and chemicals deeply rooted in the beauty industry allowing bareMinerals to help women reveal their true healthy glow.
The campaign consists of print, OOH, TV, an app with interesting facts on the chemicals used in beauty products, and street displays allowing consumers to see the difference bareMinerals can make first hand.
('Chemical' images were created in a darkroom by splashing different chemicals onto photo sensitive paper before exposing it to light)