One of the beauty trends that we see continuing and expanding its presence is the push to embrace our natural beauty. Products that enhance our natural features, less use of filters and picture-perfecting technology, and most importantly, a united push for us all to accept ourselves and others just as we are. I led the creative development of our 360 brand campaign “Bare Your Best Skin” from concept through completion. With the launch of the campaign, bareMinerals announced that it would no longer retouch or filter any campaign images or videos across all platforms. We labeled all ads and promotional photos with “unbeautified,” or “unretouched skin,” to portray and confirm that the image hasn’t been filtered with any beautifying technology.
We promoted the newest product in the lineup: BarePro 16-HR Skin-Perfecting Powder Foundation as well as highlighting all of its extensive base lines, including Complexion Rescue, Original, and, of course, BarePro. All content showcased the effectiveness and true payoff of the complexion products, ensuring consumers understand the authentic results they can expect with each use. This was a huge step for bareMinerals as a brand, who joined Huda Beauty, CVS Pharmacy, Dove, Olay, and several other beauty brands that vowed to step away from editing skin, using filters, on social media and in brand campaigns.
Photographer + Director: Marc Regas
Executive Creative Director: Sujin Kim
Senior Digital Art Director: Laura Teicher
Social Art Director: Charlotte Hailstone
Production: JWALK
Editing: Uppercut
Makeup: Misha Shahzada
Still Life Photography: Erin and Erica
Prop Styling: Betim Balaman
