Bare Escentuals Boosts Marketing Plans, Names TBWA Agency of Record

Mindshare Also Tapped for Media as Skin-care Brand Readies Global Campaign for Fall

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Bare Escentuals tapped TBWA/Chiat/Day, Los Angeles, as its lead agency of record, a first for the brand, following an informal review that began in April. It also selected WPP's Mindshare to support its media effort after a separate review.

The signature Bare Minerals product line
The signature Bare Minerals product line

The San Francisco-based brand previously handled its marketing in-house, so the new support represents a move to invest in traditional and digital advertising as it launches a global cosmetic product and brand campaign this fall. The upcoming initiatives and product also represent an opportunity to reach a new female consumer who might be younger or less familiar with the signature Bare Minerals product line, a spokesperson explained.

The scope of work for TBWA/Chiat/Day, part of Omnicom Group, includes traditional and digital advertising, PR and social media.

"We feel like we've got a huge idea for fall, and we want to get behind it and make a big deal about it," said Nathan Pence, VP of creative at Bare Escentuals. "We wanted to get into a different media and we felt Chiat had that expertise and we didn't internally."

He added: "We've never gone this deep into a traditional ad campaign. Usually it's more PR, packaging, and earned media versus paid media."

The upcoming campaign will indicate "the biggest expense on one campaign in a consolidated time period ever," he said, but the in-house team has not yet decided on an approximate budget and spending plan. The Mindshare selection acknowledges the brand's aim to expand ad buys into TV and digital from what was traditionally print.

Last March, Japanese skin-care company Shiseido acquired Bare Escentuals for about $1.7 billion. Bare Escentuals remains fairly independent in its San Francisco headquarters and decisions related to its marketing activities.

Shiseido spent $27 million on U.S. measured media in 2010, according to Kantar.

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