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From Powder to Liquid



Bare Escentuals launches new skin care/color cosmetic hybrid.



By Melissa Meisel, Associate Editor



Published April 28, 2014
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From Powder to Liquid

One of the most popular mineral foundations in history changes form in a new launch, in an effort to appeal to even more consumers craving a liquid texture that has become so popular in the past few years with BB and CC creams. At a press event at Haven’s Kitchen in New York City on April 24, Bare Escentuals’ representatives introduced their latest creation, Bare Skin Foundation ($29), which will hit stores in May.
 
The gourmet dining destination correlated its multi-course lunch menu to feature four “fresh” ingredients per dish to reflect the four components of the launch. For example, the meal started off with a palette cleanser—a cucumber sorbet with a hint of ginger oil—that demonstrated the fresh approach the brand was taking to its product portfolio with the new 20-shade foundation range.
 
Bill Hughes, director of global marketing and product development, Bare Escentuals, San Francisco, CA, presented the key attributes of Bare Skin.
 
“Twenty years ago we introduced an alternative to the foundations in the marketplace in a powder form. So, why liquid now? The mission is no different, it’s a problem-solving SKU,” he explained.
 
And, according to Hughes, it took more than 80 versions of the formulation before it was finalized. But the real story is within the makeup itself, he contended, by way of its natural ingredients. Vitamin C targets past, present and future damage as well as hyperpigmentation. Other components include SPF 20 and lilac plant stem cells proprietary to the brand. The SKU is free of oil, silicone, paraben and fragrance with a texture like a serum. In trials, 95% of women saw a reduction in dark spots with the use of Bare Skin, according to the company.
 
A patent-pending Perfecting Face Brush ($28) is recommended for application of Bare Skin, engineered with a unique fluid reservoir in the center.
 
Alex Sklavo, lead makeup artist for the brand, tested this innovation on a model. She told the editors, “Being a makeup artist, I’m especially excited about the brush. It creates adjustable coverage … you will be surprised how far it goes.”
 
Since being acquired by Shiseido in 2011, the mineral makeup brand pioneered by Leslie Blodgett has rolled out some other new developments, including most recently Prime Time BB Primer-Cream Daily Defense Broad Spectrum SPF 30 ($26) and Buxom Show Some Skin Weightless Foundation ($34).
 
“We changed the lives of millions,” Hughes concluded. “No complexion is left behind.”
 
More info: www.bareescentuals.com


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