Launching this August, bareMinerals unveils a conversation-starting campaign to champion its award-winning foundation franchise and the highly-anticipated launch of its first-ever solid bareMinerals READY SPF 20 Foundation. Rooted in the brand's heritage of speaking to its foundations as a closer relative to skincare than makeup — ever since the launch of bareMinerals ORIGINAL SPF 15 Foundation in 1995 — this campaign introduces the idea that "foundation" has become a dirty word thanks to the cakey, pore-clogging formulas widely available that have given the category a bad rap, instituting fear in women that are relentlessly seeking the solution to flawless skin. 

The campaign is supported by the fact that bareMinerals READY SPF 20 Foundation doesn't look or feel like a foundation. With serious skincare benefits — a 108 percent increase in skin hydration after 12 hours of wear — and invisible long-wearing coverage that will have others complimenting your skin (not your makeup), the word "foundation" does not do this latest innovation justice. 'We Don't Like Using the F-Word' aligns with the brand's innate desire to challenge the status quo while offering a unique perspective on what bareMinerals READY SPF 20 Foundation can do for the skin. No visible trace of makeup, no parabens or harsh chemicals, no dreaded line of demarcation — simply smooth, fresh, younger-looking skin.

"From the moment I launched bareMinerals, I've always struggled using the word 'foundation'; it never felt right," explains Leslie Blodgett, creator of bareMinerals. "Our formulas do so much more — actually improving the appearance of skin over time and giving women their most beautiful skin ever without looking like they're wearing makeup at all. So, while it's technically a foundation, we knew we had to speak to it in a different way ... so we did it on our terms. This campaign really sums up our philosophy on this product category — there's no mistaking what we stand for." 

The first iteration of the 'We Don't Like Using the F-Word' campaign will kick off in North America in mid-August to support the nationwide launch of bareMinerals READY SPF 20 Foundation on September 1, 2012. bareMinerals READY SPF 20 Foundation joins bareMinerals award-winning ORIGINAL and MATTE foundations that each offer unique skin-nourishing benefits in addition to different finishes. While the campaign highlights the product attributes of READY foundation, the underlying message of the campaign is a natural extension and illustrative reinforcement of the bareMinerals brand philosophy of seeing beauty differently and believing that beauty can change the world.

The national campaign will be supported by print, digital and social marketing efforts. The campaign creative is designed to espouse the core product principles of the bareMinerals foundation category — natural-looking makeup with real skincare benefits — while underpinning the idea that bareMinerals foundations don't behave like other foundations. Simply put, bareMinerals stands for a natural, no-makeup look and feel; it's not about covering up or hiding behind a mask of makeup.

"With the launch of this groundbreaking new foundation, it was critical for the campaign to have a differentiated angle and a message that is synonymous with our underlying brand beliefs around this product category," commented Simon Cowell, CEO of Bare Escentuals. "It also needed to speak to the product attributes in a novel way that really champions our entire foundation assortment which are undeniably in a category all their own."

Made with good-for-you ingredients, bareMinerals READY SPF 20 Foundation is an innovative concept in solid mineral technology. The first-ever solid foundation for the brand, the formula incorporates a unique time-release hydration system that is clinically proven to increase skin hydration by 108 percent after 12 hours of wear. A complex of mineral-encapsulated glycerin and humic acid locks in existing moisture and breaks down upon application and over time to continuously condition and soften skin. The formula also utilizes a proprietary SeaNutritive Mineral Complex coupled with antioxidants and rose hip seed oil, a cold-pressed seed oil, to help accelerate cell turnover for firmer-looking skin and Vitamins C and E for a healthy-looking complexion. This foundation diminishes the appearance of lines and wrinkles, delivers firmer-looking skin and protects skin from harsh environmental stressors with broad spectrum SPF 20 protection. Formulated without parabens, binders, fillers or harsh chemicals. Available in 20 skin-baring shades.