BareMinerals expands to offer a more inclusive colour cosmetics range

By Lucy Whitehouse contact

- Last updated on GMT

BareMinerals expands to offer a more inclusive colour cosmetics range

Related tags: Cosmetics

bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

In a move that taps into the rising emphasis on diversity in the beauty industry, the move marks the expansion of bareMinerals’ Original Foundation range to 30 shades.

It centres on a social media campaign with 30 ‘unique influencers’, according to the brand, from across the worlds of beauty, fashion, fitness, culture and more.

The brand says it is aiming to “create a unifying women’s campaign to help launch the new shade range”​.

“Adding 12 NEW SHADES to the ranges, the line will now offer 30 shades total, allowing every woman to find their perfect shade.”

Diversity in the spotlight

Dubbed #30originals, the campaign follows in the footsteps of similar moves from other beauty brands.

L’Oréal led the way with its #YoursTruly campaign,​ which similarly aimed to showcase the breadth of diversity its foundation range can cater for, and included the first male model to front a major makeup campaign, and in its US version, a transgender model.

MAC has also got on board the bandwagon: its recent campaign centres on a collection of 10 new lipsticks curated by influencers across the globe, including a male model, Gabriel Zamora.

Explore multicultural beauty for future growth

These types of inclusive campaigns and expansions of ranges come at a time when diversity is taking a central role in several markets in the retail of beauty products.

Market research firm Euromonitor International has noted the segment offers rising demand and growth potential.

Multicultural beauty is being increasingly explored for future growth. This involves developing targeted lines and marketing strategies to target consumers from diverse cultural and ethnic backgrounds,”​ the firm explained in a recent report.

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