The campaign's tag line, “Looks Like Foundation, Acts Like Skincare,” highlights the continued consumer demand for skin-benefiting makeup.
“With innovation and proven performance at the heart of our brand, we are committed to ensuring our complexion content accurately represents of the efficacy of our products,” said Serena Giovi, BareMinerals chief marketing officer. “Our community values and celebrates natural beauty, product performance and transparency, which made the decision to go filter-free an easy one.
The focus on real images was catalyzed with the Dove Real Beauty campaign in 2004, which featured real women rather than models. In 2019,BareMinerals from Shiseido Americas in August of this year.
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