Armed with a new tag line, “We Don’t Like Using the F-Word,” Bare Escentuals is looking to get consumers on solid ground with the introduction of its first pressed foundation.
Launching in September, BareMinerals Ready SPF 20 Foundation is a solid sea mineral-enriched formula designed to provide natural coverage and antiaging benefits.
“Leslie [Blodgett, Bare Escentuals founder and executive chairman] has always been frustrated by using the word ‘foundation,’” said Elizabeth Lamont, vice president of marketing. “It can be cakey and clog pores. This doesn’t look or act like foundation. It’s makeup that acts like skin care.”
At play in the formula is a cold-pressed oil technology, which binds the powder without the aid of talc or fillers. The brand’s proprietary SeaNutrive Mineral Complex, a concentrated blend of algae and seaweed, as well as vitamins A, C and E, are included to enhance cell turnover and provide a healthy looking complexion. “Solid mineral [powders] are different than what [our consumer] is seeing in the marketplace,” said Lamont. “It looks like a powder but feels like a cream.”
In addition, a time-released moisturizing technology delivers mineral-encapsulated glycerin and humic acid throughout the day to hydrate skin. The product is “clinically proven to firm skin,” noted Lamont.
BareMinerals’ full breadth of 20 classic loose shades — from fair to warm deep — in original and matte variations, will be offered in the new Ready format, which has a “natural” finish. (Original imparts a “naturally luminous” effect, while Matte’s is “naturally matte.”)
“We listen to our customer first and foremost and she is very vocal,” said Lamont. “She asked for products that are convenient. She wants her product wherever she goes and solid form is preferred for portability.”
Although the company declined to share sales figures, industry sources believe the collection could generate $50 to $100 million at retail in its first year.
Coinciding with the launch will be the introduction of the Precision Face Brush, which will be offered in classic and retractable iterations ($28 and $22, respectively).
“The formula gives as much coverage as you like depending on which brush as you use,” said Lamont.
With a history of loose powder formulas, BareMinerals entered pressed-powder territory with the launch of Ready Eyeshadow in September 2011. The company followed up with solid-form bronzers and blushes in March.
In order to market Ready Foundation, BareMinerals will launch a new ad campaign featuring its most recent catchphrase in October and November magazines. The brand has also partnered with Ulta to promote Ready, which will be featured in the retailer’s monthly “prestige magazine,” marking the first color cosmetics sample offered in its pages. Ready will also be highlighted in a Macy’s direct mailer (with a sample) as well as during Sephora’s October Hot Now promotion. “We plan to distribute four million samples throughout September to November,” said Lamont.
Also in October, Bare Escentuals boutiques will provide 50,000 customers “foundation fittings,” where they can be shade-matched and given a makeup application.
The product’s official debut will be on QVC on Aug. 15, with a follow-up show on Aug. 25, featuring Blodgett and a QVC-exclusive silver compact with matching brush.
“There is a certain energy and buzz that travels through the airwaves when Leslie comes on to explain her products,” said Lamont.
Come Sept. 1, Ready SPF 20 Foundation, $29, will be available at retailers like Sephora, Ulta, Macy’s, Dillard’s and Nordstrom, Bare Escentuals boutiques and bareminerals.com.
“This is our biggest launch ever and our partners are as [pleased] as we are,” said Lamont.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.