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.