BareMinerals launches first-ever fluid foundation

SAN FRANCISCO — BareMinerals has announced the nationwide launch of a new fluid foundation that, according to the brand, defies the very notion of a liquid format.

The new bareSkin Pure Brightening Serum Foundation is designed to leverage the brand’s credentials of delivering beautiful skin through its bare minimum approach.

A longtime detractor of liquid foundations, bareMinerals champions a less-is-more philosophy by developing products with purity in mind. With the launch of Original Foundation in 1995, bareMinerals introduced a foundation made with only five pure ingredients.

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. BareMinerals said that, today, it sells one foundation every three seconds globally.

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. After 83 submissions, bareSkin was born — a tone-correcting mineral foundation and brightening serum in one.

Created for all skin types and skin tones, bareSkin Foundation is available in 20 shades with 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. Engineered with a unique fluid reservoir, the brush design lets you adjust your coverage.

The global product launch 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 (U.S. 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 United States, and additional social programs including influencer meet-ups at various bareMinerals boutiques, will occur in May and September (U.S. market) to further drive social engagement.

Global advertising and marketing initiatives outside the United States will commence in September  to coincide with the launch of bareSkin Foundation in key global markets throughout Europe and Asia.


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