BareMinerals launches revolutionary beauty campaign

Beauty brand BareMinerals launches ad campaign that celebrates beauty from within

Every now and then a campaign comes around to shake up the fashion and beauty world. Think Eva's iconic Wonderbra billboards, nude PETA spokeswomen, the Dove Real Women campaign – whether it highlights an uncomfortable issue or gets tongues wagging, it's more than done its job.

2012 has only just kicked off and already the beauty world is in anticipation. BareMinerals are launching a campaign using five models but the twist is, they've never been seen. Putting 'beauty on the inside' into practice, the 300 models and actresses were hidden behind a screen and cast by personality alone to head up their new 'Be A Force of Beauty' campaign.

'This is pretty revolutionary and unheard of for a beauty company,' said Leslie Blodgett, Executive Chairman of Bare Escentuals. '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.'

Showing that models have a voice along with those long legs perhaps? We're all for it.

Visit your nearest BareMinerals counter from 1st February where they'll be offering complimentary make-unders to shade match and giving away free samples of their award-winning foundation to take home.