To support its first-ever global creative platform, global beauty brand Bare Escentuals pursues a blind casting call to select the women that will appear in its ‘Be a Force of Beauty’ campaign launching this September.
“This campaign is really designed to inspire and activate women to put beauty into action by giving them a voice and championing the individual stories that represent their own ‘force of beauty,’ said Simon Cowell, Global CMO for Bare Escentuals.
“Therefore, our approach in identifying these women became profoundly important, and it required a level of authenticity to defend our driving belief that beauty goes beyond the surface.”
Conceptualized with TBWA\Chiat\Day Los Angeles, the blind casting call became the stake in the ground to transform the cultural conversation around beauty. Bare Escentuals set forth with the radical notion of casting a beauty campaign without ever seeing the women’s faces.
The blind casting process commenced with a pool of nearly 300 models and actresses, all of whom received a survey of six questions designed to discover more about their personal passions and values.
After reviewing the questionnaires, the pool was narrowed to 78 women who were then brought in for individual blind interviews with questions intended to reveal dynamic character, vitality and strength in effort to reveal an inherent ‘force of beauty.’
Then it was narrowed down to 26 women who returned for another round of one-on-one blind interviews. Based on the final round of in-depth blind interviews, Bare Escentuals selected five ‘forces of beauty’ to feature in the campaign.
One week later, following a condensed 10-day timeline, Bare Escentuals finally met the spirited women whose stories, coupled with an unparalleled process of discovery, became the crux of the campaign.
Making its debut in September, each of the women will appear in tailored iterations of the campaign that will be supported by TV, print, digital and social marketing efforts.
Bare Escentuals partnered with the photographer Rankin, to inject soul into the print campaign, and director Gregory Maya for fifteen and thirty second TV spots and webisodes, through which each of the five women’s stories will be celebrated.