Tuesday, August 28th, 2012


bareMinerals Ready SPF 20 Foundation Launches

Launching this August, bareMinerals (www.bareMinerals.com) unveils a conversation-starting campaign to champion its award-winning foundation franchise and the highly-anticipated launch of its first-ever solid bareMinerals READY™ SPF 20 Foundation. Rooted in the brand’s heritage of speaking to their foundations as a closer relative to skincare than makeup—ever since revolutionizing the industry with the launch of bareMinerals ORIGINAL SPF 15 Foundation in 1995—this campaign introduces the idea that ‘foundation’ has become a dirty word thanks to the cakey, pore-clogging formulas widely available that have given the category a bad rap, instituting fear in women that are relentlessly seeking the solution to flawless skin.

The campaign is supported by the fact that bareMinerals READY SPF 20 Foundation doesn’t look or feel like a foundation. With serious skincare benefi ts—a 108% increase in skin hydration after 12 hours of wear—and invisible long-wearing coverage that will have others complimenting your skin (not your makeup), the word ‘foundation’ does not do this latest innovation justice. ‘We Don’t Like Using the F-Word’ aligns with the brand’s innate desire to challenge the status quo while offering a unique perspective on what bareMinerals READY SPF 20 Foundation can do for the skin. No visible trace of makeup, no parabens or harsh chemicals, no dreaded line of demarcation—simply smooth, fresh, younger-looking skin.

“From the moment I launched bareMinerals, I’ve always struggled using the word ‘foundation,’ it never felt right,” explains Leslie Blodgett, Creator of bareMinerals. “Our formulas do so much more—actually improving the appearance of skin over time and giving women their most beautiful skin ever without looking like they’re wearing makeup at all. So, while it’s technically a foundation, we knew we had to speak to it in a different way…so we did it on our terms. This campaign really sums up our philosophy on this product category—there’s no mistaking what we stand for.”

The first iteration of the ‘We Don’t Like Using the F-Word’ campaign will kick off in North America in mid-August to support the nationwide launch of bareMinerals READY SPF 20 Foundation on September 1, 2012. bareMinerals READY SPF 20 Foundation joins bareMinerals award-winning ORIGINAL and MATTE foundations that each off er unique skin-nourishing benefits in addition to different finishes. While the campaign highlights the product attributes of READY foundation, the underlying message of the campaign is a natural extension and illustrative reinforcement of the bareMinerals brand philosophy of seeing beauty diff erently and believing that beauty can change the world.

bareMinerals READY™ SPF 20 Foundation

Made with good-for-you ingredients, bareMinerals READY SPF 20 Foundation is an innovative concept in solid mineral technology. The first ever solid foundation for the brand, the formula incorporates a unique time-release hydration system that is clinically proven to increase skin hydration by 108% after 12 hours of wear. A complex of mineral-encapsulated glycerin and humic acid locks in existing moisture and breaks down upon application and over time to continuously condition and soften skin. The formula also utilizes a proprietary SeaNutritive Mineral™ Complex coupled with antioxidants and rose hip seed oil, a cold-pressed seed oil, to help accelerate cell turnover for firmer-looking skin and Vitamins C and E for a healthy-looking complexion. This foundation diminishes the appearance of lines and wrinkles, delivers firmer-looking skin and protects skin from harsh environmental stressors with broad spectrum SPF 20 protection. Formulated without parabens, binders, fillers or harsh chemicals. Available in 20 skin-baring shades.

Availability: August 30th, 2012 @ bareMinerals.com

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22 thoughts on “bareMinerals Ready SPF 20 Foundation Launches

  1. Avatar of Sophie sophie

    “this campaign introduces the idea that ‘foundation’ has become a dirty word thanks to the cakey, pore-clogging formulas widely available that have given the category a bad rap, instituting fear in women that are relentlessly seeking the solution to flawless skin.”

    Fear?! This made me laugh so much. I feel like someone needs to start a blog of ridiculously over-the-top claims made in press releases.

    • Tania

      Right?! This was the first thing that stood out to me, and I thought have these people never seen some of the new light-weight formulas out there? BB creams, Tinted moisturizers?! Lol! Yes we are all in fear…

      • Christina Ho

        But isn’t that the point. BB cream doesn’t have the word “foundation” in it. Tinted moisturizer doesn’t have the word “foundation” in it. Foundation has a negative bad rap of feeling too heavy. They are saying they are trying to restore the name of foundation.

        They way they described that was pretty funny though.

        • Christina

          I agree. I work for BareMinerals in Texas and you would be surprised how many women are actually afraid of foundation because of the wreckage it has caused them. The fear is real. Not everyone that wears makeup necessarily researches it before they wear it, let alone knows what skin type they are, or even if they have sensitive skin.

          • Well, I just bought this at Sephora. I originally went to the mall to buy Mac mineralize, but no tone matched me perfectly.

            When I went to Sephora, I fell in love with this. Now that I have it at home, it just doesn’t look right.

            Could someone please tell me the right way to put this on? It looks kind of a yellow chalky on me.

            Could I wet it so it looks a little more glowy? I’m not taking it back, but I think I just might not be applying this correctly.

            Any suggestions? Or does it go to the back of the closet with all the other rejects?

  2. ame

    I preordered through QVC so I should have mine any day. I got LIGHT though I normally wear Golden Fair, and I had read and heard that you would normally go one darker in this bec otherwise it’s lighter. Golden Fair is a little dark for me so I often will mix in a little white eyeshadow, so I am a little anxious. But I wanted the brush and figured I could get it from the normal store or nordstrom in my shade in the future.

  3. This sounds so amazing but I’m definitely waiting for some reviews to pop up. It almost sounds too good to be true!

  4. Sounds promising. But I’ve learned to be too quick to believe what make-up brands promise you, so we’ll see about this one. But! It sounds good.

  5. Lindsay

    This sounds potentially cool, but I’m gonna assume they won’t have a shade for me. When NARS’ foundation in “Siberia” is still a bit too dark, you tend to not get your hopes up. :D

    • Bri

      Don’t worry. These shades are running quite light. I normally wear “fair” in original & matte, and I got the new READY one… I looked sick! It’s SO light. You have to try it! It is perfectly pale :)

  6. francesca

    does anybody know if it’s going to be launched also internetionally? Italy? europe? i think I seriously NEED this in my life!

  7. The boutique I work at is preparing for this launch. We have over 30 appointments booked for the first day, it’s completely massive so far!

  8. Nicole

    I’m pretty sure there’s algae in the new foundation, which is so disappointing. I love the original BE foundation but cannot use it b/c the bismuth oxychloride breaks me out… I wish they’d make a glowy foundation without pore clogging ingredients!

  9. I never would have thought twice about this new foundation (not a bare minerals fan) but i saw it on QVC the other day and i must have it!

  10. Yellowlantern

    So is this just a pressed version of their regular mineral foundation?

  11. Alyssa

    I have this :) and I LOVE IT. The finish is truly a cross between the original and matte foundation– a teeny bit of luminosity, but nothing offensive (i find the original to be too shiny for my combo skin). Also id like to note that the OG foundation breaks me out, but I haven’t had any problems wearing this one. I find the coverage to be better than both the matte and the OG. Be careful not to swirl your brush as it will disturb the powder and youll lose a lot of product, it’s best to pat your brush onto it.

    Also, I find that it runs darker than the original but a teeeeeeeeny bit lighter than the matte. That being said, I wear light in both the matte and the Ready with no problem.
    I am so glad to see BM expanding their line, so many great new products have been released lately (ahem, the concealer. AMAZING).
    There’s my 50 cents :)

  12. Liz

    I tried to original formula and it made me itch. I was told to try the matte, but in general I don’t really like the matte look, so I never bothered. If this does have some luminosity, I’m willing to try it out. I really like the quickness of powder foundations. Techinically, I’m perfectly happy with my current mineral foundation (UD Surreal Skin), but it doesn’t hurt to try something new.

  13. Avatar of Veronica Veronica

    Hnn, I’m surprised the release date is August 30th, since I could have sworn I saw them out on display at Ulta weeks ago. I’d like to give it a try, though, since I’d love to find a workable powder foundation that I can tote around with me.

  14. Avatar of Aida Aida

    I bought it during the QVC preview show on August 15th (it is in the limited edition silver compact and it came with a brand new synthetic BE brush, also in silver, both ferrule and handle), I received it on Monday and have used it for the past three days. I am absolutely IN LOVE with the formulation! It looks amazing on my skin, pretty much you can’t tell I’m wearing any foundation at all (checked in bright sun light in a magnifying mirror). It’s a world of difference from the loose version, which always managed to look a bit powdery on me. I should mention that I’ve been consistently wearing the BE Original for almost 3 years and I think they really nailed the formula of the READY. What I don’t like is the smell. It has a very distinctive olive oil smell. But only in the compact, I can’t smell it on my face and it won’t stop me from using it. I do apply it with the brush it came with, haven’t tried a different brush yet, because I really enjoy the results. I love the entire READY line with one exception: the READY correcting concealer, which is too thin for me and creases really badly under my eyes, even when I top it with powder.

  15. Avatar of linda Linda

    Where are the colors for women of color? I was told by all of the reps that they had to go back to the labs to get it right. Anyone else run into this problem?

  16. Katie

    This is the worst foundation I have ever tried. Looks like dry chalk on my face and shows every pore and line. I returned my to QVC where it is barely hanging in with 3 out of 5 stars.

  17. Marie

    Have you tried Youngblood? It’s been on my radar, but I’m not sure if I want to invest in the products/