bareMinerals
TELLING THE STORY OF CLEAN BEAUTY
bareMinerals pioneered the clean beauty movement with the launch of their original mineral foundation in 1995 and continue to be a leader in the natural beauty and skincare space. Their purity-focused products were a standout in the industry, as was their approach to building customer relationships.
As their first major retail distribution partner, QVC was a natural fit for the brand, allowing bareMinerals to have even more of the direct customer conversations they had become known for, amplified through QVC’s large and highly engaged audience. In partnership with both QVC and bareMinerals, Charley was tapped to design bareMinerals marketing materials for customers as they began to introduce and launch new products. As part of this initiative, Charley helped create QVC’s first “store-within-a-store” brand shop and content app for bareMinerals, allowing customers to have a fully immersive brand experience.
PROJECT SCOPE
Marketing Collateral
Digital Experience
Web Design
READY to start a beauty revolution
In their READY line, the brand reformulated their original mineral makeup as a pressed powder that is easier to take on-the-go, including the introduction of new color-themed palettes. Charley worked with bareMinerals to develop marketing launch materials aimed at capturing the attention of the QVC audience. Our key strategy was to empower and educate women on what goes in their makeup and why it’s important through inclusivity-minded messaging: While it’s nice to be pretty, true beauty comes from what’s on the inside.
Clean beauty made digital
The bareMinerals for QVC app was an interactive guide to makeup application techniques and personalized product recommendations. We helped tell the story of the READY line through a series of video tutorials, an interactive resource for customers to find their just-right foundation color, guides to creating new seasonal looks, and introductions to new bareMinerals products, including their skincare line.
Skincare built on a famous foundation
bareMinerals’ launch into skincare brought the same skin-loving minerals and pure ingredients to a new collection that extended the brand into a woman’s complete beauty routine. As part of the launch, Charley developed educational content promoting the active soil complex and botanical ingredients, focusing on the visual idea of growth and renewal. In contrast to the Ready campaign’s rich tones, we wanted the design to feel fresh and bright and include elements of nature. By portraying beautiful plants from root to tip, we continued the theme of beauty on the outside reflecting what’s on the inside.
