Bare Escentuals is building on its mineral foundation with color — and lots of it.
Following its introduction of bareMinerals Ready Eyeshadow in the fall, the brand is out to cover more of the face with blush and bronzer as well. As is Ready Eyeshadow, the complexion items are all in solid form, as opposed to Bare Escentuals’ color heritage of loose minerals housed in tiny pots. Ready is “more portable and easier to apply,” said Sarina Godin, vice president of global product development. Both the blush and bronzer employ the same cold-pressed technology as Ready Eyeshadow, albeit with different oils, said Godin. Like the eyeshadows, the formulas also contain bareMinerals’ SeaNutritive Mineral Complex, comprised of sea minerals and antioxidants designed to deliver antiaging benefits. They are free of parabens, binders and fillers.
The blush, due in stores in March for $22, uses cold-pressed camellia oil, intended to give skin a luminous quality. It is available in 10 shades, from vibrant pink The Tease to the more subdued hue, The Confession.
The three shades of bronzer feature cold-pressed carrot oil, designed to firm skin, and carry names meant to evoke the image of a summer afternoon by the pool, namely The Skinny Dip, The High Dive and The Deep End. They are available for $24 each.
“We want to begin to convert foundation users to other categories and bring in a wider range of customers,” said Godin. “One of the easiest ways to do that is with different types of products.” She added that bareMinerals will continue to expand Ready into more categories.
In a separate initiative, Bare Escentuals’ Buxom line — which started with a lip plumping gloss — will now be a Sephora exclusive in the U.S. market. “It’s a playful brand,” said Godin, reciting its tag line, “Live Life Vividly.” She continued, “It speaks to Sephora’s customer well.”
Accordingly, it will no longer be available in Bare Escentuals’ boutiques or at its other retail partners, including Macy’s and Ulta. “We are looking for Buxom to have a strong product pipeline to allow it to stand on its own,” said Godin. To that end, this month Buxom will make its first foray into the complexion realm with True Hue Blush. In May, Buxom has three launches planned: an eyelid primer, an eyeshadow palette and a waterproof mascara. And more is coming, hinted Godin. To celebrate the partnership, Buxom will participate in 35 events in Sephora doors throughout March and will conduct a sampling program.
On the skin care front, bareMinerals is expanding with an SPF-infused moisturizer. Called Advanced Protection SPF 20 Moisturizer, $30, the formula uses titanium dioxide and zinc oxide to ward off the sun’s rays. “It was a challenge to find a mineral formula that also had an amazing texture,” said Godin. “We wanted to stay away from any chemical sunscreens.” The moisturizer is also available in a sheer tint formula.
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