The Original word-of-mouth makeup…
For 25 years, bareMinerals has been known as creators of clean, natural makeup. It all started with the iconic Original Loose Mineral Foundation, the first foundation of its kind made with clean mineral ingredients. A series of intimate vignettes tell the story of Original Loose Mineral Foundation through the stories of originals in the bareMinerals community—from celebrity ambassadors to superfans.
I Am An Original.
This concept was built around modernizing the testimonial, in a nod to the brand’s word-of-mouth power. The social-first campaign centered on an age-diverse group of 25 fans cast via Instagram from all over the world (more than 2000 people shared their stories). We asked fans to tell us their first experience with bareMinerals and their original ingredients to celebrate a heritage of innovation and brand community.
Role: Concept, Copy, Content Strategy
ECD Sujin Kim