Launching in March, bareMinerals is unveiling the next generation of its "Be a Force of Beauty" platform with singer-songwriter Kat Edmonson as its newest face.
As a follow-up to the blind casting that kicked off the "Be a Force of Beauty" campaign in Fall 2011, bareMinerals has been on the hunt for new forces of beauty; women that inspire, energize and captivate. Through this evolved platform, bareMinerals, a Shiseido-owned brand, seeks to share the individual stories of women that have inspired them, and in return, hopes to introduce these women to a larger audience in order to share their discovery and inspiration.
This idea first came to life last April while Leslie Blodgett, executive chairman of Bare Escentuals, was listening to a radio interview with Kat Edmonson on NPR during her daily commute. "I listen to the radio all the time, but this was different," says Blodgett. "She was different; her voice, her story…she immediately touched my soul."
Following a social media courtship, Blodgett and Edmonson arranged a meeting in New York a few weeks later. "From the moment I heard Kat on the radio, I knew we had to do something with this amazingly talented artist," comments Blodgett. "It felt like the blind casting again—I felt like I saw who she was without seeing her face."
A Texas native, Edmonson's poignant jazz-inspired vocals defy genre, earning her legions of fans both in her home state and nationally, and her 2009 debut album, "Take to the Sky," hit the top 20 on Billboard's jazz charts.
Following a trip to bareMinerals' headquarters in San Francisco last summer, Edmonson penned a song, "Bottom of Your Heart" inspired by the brand's core belief and their "Be a Force of Beauty" platform centered around a message of empowerment, which she is currently performing on tour. "I was struck by bareMinerals' genuine passion to empower women through their makeup line," says Edmonson. "I find that bareMinerals message around being your beautiful self from the inside out affirms my belief that our true greatness comes from what is already within us."
Edmonson will begin appearing on the brand's digital and social media platforms in March 2013, while also engaging in unique brand activities which include: special live performances in designated bareMinerals boutiques, free downloads of select songs, crowd-sourced makeup looks, various sweepstakes opportunities for access to upcoming concert dates, special meet and greets, and exclusive sampling initiatives. Visit www.bareMinerals.com/forceofbeauty for more information on Edmonson, as well as upcoming events and performances.