BAREMINERALS BREAKS LIQUID BARRIERS AND LAUNCHES ITS FIRST-EVER FLUID FOUNDATION

bareMinerals‘ (www.bareMinerals.com) unwavering obsession with improving women’s complexions was the catalyst behind their new awe-inspiring fluid foundation which was formulated to defy the very notion of a “liquid” format. Launching nationwide today, the highly-anticipated release of bareSkin™ Pure Brightening Serum Foundation leverages the brand’s renowned credentials of delivering beautiful skin through their iconoclastic bare minimum approach.
bareSkin™ Foundation in 20 Skin-Perfecting Shades

bareSkin™ Foundation in 20 Skin-Perfecting Shades

Created with purity in mind, bareSkin Foundation is liquid foundation done differently. No oil. No silicone. No water. No parabens. No fragrance. Formulated with the bare minimum ingredients without sacrificing benefits, this ultra-thin, weightless fluid harnesses jojoba-coated mineral pigments suspended in a coconut-derived serum base. Combined with a potent blend of Vitamin C and supercharged Lilac Plant Stem Cells, this formula is a clinically proven tone-correcting mineral foundation and brightening serum in one. 95% of women experienced a measurable improvement in the appearance of dark spots.**

Created for all skin types and skin tones, bareSkin Foundation is available in 20 skin-perfecting shades with sleek, shade-matched bottles to make it easy for women to find their perfect match. bareSkin Foundation also utilizes a non-chemical broad spectrum SPF 20 and is both hypoallergenic and non-comedogenic.

The transformation begins with the buff of the patent-pending Perfecting Face Brush, a perfect complement to bareSkin Foundation. Engineered with a unique fluid reservoir, the intelligent brush design lets you adjust your coverage-with each weightless drop–for a truly seamless application.

bareMinerals was founded on the belief that women deserve good-for-you makeup alternatives, emphasizing a solution-oriented approach to beautiful skin. A longtime detractor of liquid foundations, bareMinerals champions a less-is-more philosophy by developing products with purity in mind. Problem-solving cosmetics formulated with carefully selected ingredients that place a

bareSkin™ Foundation & Perfecting Face Brush

bareSkin™ Foundation & Perfecting Face Brush

premium on skin, specifically designed to improve the look of skin, instantly and over time, allowing women to achieve their best complexion ever—complexions that have resulted in millions of compliments around the globe.

With the launch of Original Foundation in 1995, bareMinerals introduced a foundation so unique it disrupted the industry. Made with only five pure ingredients, it liberated skin from harsh chemicals and captured the hearts and complexions of millions of women who willfully abandoned their liquid foundations to become fanatically faithful to the skin-loving formula. With unparalleled popularity and cult-like status, bareMinerals Original Foundation is the most awarded prestige foundation according to industry-leading publications, and receives countless consumer-voted awards and accolades for its powerhouse formula that notably transforms complexions with skin-perfecting properties.

Since the debut of Original Foundation, the brand has launched only two other foundations in the span of nearly 20 years. bareMinerals Matte Foundation was introduced in 2009 (also in loose powder form), and bareMinerals READY™ Foundation, the brand’s first solid foundation, was introduced in 2012. Today, bareMinerals sells one foundation every three seconds globally.

Although achieving staggering success in its existing foundation formats, bareMinerals recognizes that liquid foundation remains a preferred format for most women. Taping into this mindset; bareMinerals has seized the opportunity to reimagine liquid foundation on its own terms—with a refreshingly new perspective—acutely focused on providing a good-for-you alternative to ensure that these women too, can experience their best skin ever. Simply put, bareMinerals set out with a no complexion left behind mindset.

Committed to its problem-solving roots, bareMinerals set out with a very specific mandate in mind—create a fluid formula that stays true to the brand’s less-is-more philosophy with the same integrity and good-for-you approach as its other award-winning Original, Matte, and bareMinerals READY™ Foundations. Identifying a game-changing opportunity as a result of research conducted with liquid foundation users, bareMinerals discovered 61% of women surveyed wished their liquid foundation didn’t clog pores, cause breakouts or other negative skin reactions.* Resolved to forge a new foundation frontier, bareMinerals embarked on a quest to invent the “holy grail” in liquid foundation to deliver across the three pillars—cosmetic, skincare, and good-for-you benefits to provide women with what they were still passionately searching for in the innovative way only bareMinerals can. After 83 submissions, bareSkin™ Pure Brightening Serum Foundation was born; a clinically proven, tone-correcting mineral foundation and brightening serum in one.

bareSkin™ Foundation Print Advertisement

bareSkin™ Foundation Print Advertisement

The bareSkin™ Foundation Global Advertising Campaign will be supported by TV, print, digital, and social marketing efforts throughout the Americas, Europe and Asia. bareMinerals will air both 15-second and 30-second TV spots in the spring and fall (US market) to coincide with the timing of the print campaign. A targeted social media campaign, including a confessional-style video series, went live in April as a pre-launch teaser in the US, and additional social programs including influencer meet-ups at various bareMinerals boutiques, will occur in May and September (US market) to further drive social engagement. Global advertising and marketing initiatives outside the US will commence in September 2014 to coincide with the launch of bareSkin Foundation in key global markets throughout Europe and Asia. For more on bareSkin Foundation, including a shade-matching tool and application tips, visit:www.bareminerals.com/bareskinfoundation

**Based on an independent 8-week U.S. Clinical Study

*bareMinerals Brand Usage & Attitude Survey (conducted by Northstar®, July 2013)