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Bare Minerals has taken a unique approach to its latest advertising campaign by holding a blind casting call and choosing the models for the campaign by their personality rather than based purely on the way they looked.
300 models and actresses were invited to the casting call and each of them was asked to fill out a survey where they detailed their personal passions and values. 78 women were then chosen to take part in the blind casting call and answer questions which would show their character, vitality and strength - their inner beauty.
Commenting in a press release, Leslie Blodgett, Creator of bareMinerals, said:
"This is pretty revolutionary and unheard of for a beauty company."
"Let's be honest, there was a high level of risk associated with this approach and I had no idea what to expect. What I discovered was how liberating it is to do the right thing and choose women based on their values, not the way they look. We love women and their stories and it reinforces everything we stand for, and frankly, I think the models were equally enamored with our approach."
"From there it was then narrowed down to 26 women who then returned for another round of one-on-one blind interviews. Based on the final round of in-depth blind interviews, bareMinerals selected five 'Forces of Beauty' to feature in the campaign. One week later, following a condensed 10-day timeline and extraordinary anticipation, we finally met the spirited women whose stories, coupled with an unparalleled process of discovery, became the crux of the campaign."
The new campaign will feature five models; One model taking part said that she wished all castings were like this. The "Be a force of Beauty" campaign will be launched in February.
300 models and actresses were invited to the casting call and each of them was asked to fill out a survey where they detailed their personal passions and values. 78 women were then chosen to take part in the blind casting call and answer questions which would show their character, vitality and strength - their inner beauty.
Commenting in a press release, Leslie Blodgett, Creator of bareMinerals, said:
"This is pretty revolutionary and unheard of for a beauty company."
"Let's be honest, there was a high level of risk associated with this approach and I had no idea what to expect. What I discovered was how liberating it is to do the right thing and choose women based on their values, not the way they look. We love women and their stories and it reinforces everything we stand for, and frankly, I think the models were equally enamored with our approach."
"From there it was then narrowed down to 26 women who then returned for another round of one-on-one blind interviews. Based on the final round of in-depth blind interviews, bareMinerals selected five 'Forces of Beauty' to feature in the campaign. One week later, following a condensed 10-day timeline and extraordinary anticipation, we finally met the spirited women whose stories, coupled with an unparalleled process of discovery, became the crux of the campaign."
The new campaign will feature five models; One model taking part said that she wished all castings were like this. The "Be a force of Beauty" campaign will be launched in February.
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