BAREMINERALS
“FULL OF FREE OF”
Agency: JWALK
The brief: Employ the brand’s “full of, free of” messaging device to debut a millenial-targeted clean foundation stick.
What we did: Pair the power of see-say with the wholesome likeability of one Hailey about-to-be-Bieber.
BAREMINERALS
“BOUNCE & BLUR”
Agency: JWALK
The brief: “Clean” is table stakes for bareMinerals — but what about easy, touchable color?
What we did: Get the buzzwords in there, without letting them kill the fun.
IT COSMETICS
“CELEBRATE WITH CONFIDENCE”
Agency: VM Groupe
The brief: Make IT Cosmetics feel relevant for the holidays.
What we did: Play on the idea of up-close encounters to make transformative makeup and skincare basics feel essential for the season.
bareminerals
25th ANNIVERSARY
“I AM AN ORIGINAL”
Agency: JWALK
The brief: Recapture lapsed users in the midst of the “clean beauty” surge, by reestablishing bareMinerals as the original in that space.
What we did: Skip the self-congratulations and use real customers’ real stories to take people back to how they felt when they first discovered the Original.
bareminerals
SKINLONGEVITY SERUM
Agency: JWALK
The brief: Make millenial women try a proprietary hero ingredient that they definitely haven’t heard of.
What we did: Infuse a script with all the unfun facts, then hand the mic to a millenial comedian with really great skin.
IT COSMETICS
“IT IS ME”
Agency: Publicis Le Truc
The brief: Rewrite the brand’s annual “Beautiful with IT, Beautiful without IT” CC+ Cream campaign.
The approach: Play on the “IT” double entendre to reinforce the product’s positioning as “Your Skin But Better.”