Bare Escentuals created the sub-brand bareMinerals in 1995 to focus on mineral-based makeup that promotes healthy skin. While initially successful, bareMinerals' market share has declined as other brands now offer mineral makeup. This analysis evaluates bareMinerals' brand equity and provides recommendations to strengthen its position. The document outlines bareMinerals' brand identity, history, objectives, and marketing strategy. It also analyzes the brand's strengths, associations, perceptions, and relationships to its corporate parents Bare Escentuals and Shiseido. Competitors are identified and recommendations are made to help bareMinerals extend its value and regain market superiority.

1. Case Anyalsis By:Danielle Hughes, Quinn Nevares & Taylor Urbany

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Executive Summary
bareMinerals is a sub-brand of Bare Escentuals. bareMinerals focuses on
targeting women seeking healthy cosmetic products that not only promote outer
beauty, but also inner beauty. bareMinerals first stepped out into the cosmetic
industry in 1995 with its innovative use of all-natural, mineral makeup. Currently,
bareMinerals offers a wide variety of all-natural, mineral based makeup through
their website and storefronts. Since its introduction into the cosmetic industry,
bareMinerals has lost its superiority and attention of consumers. This analysis
highlights bareMinerals current status in terms of brand equity and also offers
recommendations for enhancing the brand’s position within the cosmetic industry.

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Table of Contents
Brand Review … 4 – 7
o Brand & Product Description … 4
o Brand Identity Elements … 4
o Brand Relationship to the Corporate Parent … 5
o Brand Objectives … 6
o Brand History … 7
Positioning: Analysis of Brand Strengths & Future Potential… 8 –14
o Building Brand Equity … 8 – 9
o Brand Equity Pyramid… 10
o Core Brand Associations & Values … 11
o Mental Map … 11
o Brand Mantra … 12
o Extending Brand Value … 12 - 13
o Corporate Branding Strategies … 13 – 14
Brand Marketing Strategy … 14 – 15
o Customer Analysis … 14
o Communication & Promotional Programs … 14
o Brand Personality … 15
o Leveraged Secondary Associations … 15
Competitors … 16 – 19
Field Research Checklist … 20
Recommendations … 21 - 22
Conclusion … 23
Sources … 24

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Brand Review
Brand & Product Description
Bare Escentuals describes its brand in three words: “Love. Understanding.
Community,” (Bare Escentuals). The brand aims to connect with women on a more
personal level. Bare Escentuals claims, “It became less about makeup and more
about what really matters,” (Bare Escentuals). The way in which Bare Escentuals
found out what really mattered to their target market was by asking women exactly
what they were looking for in a skincare/cosmetic product. The result was a sub-
brand & its products, known as bareMinerals, that aimed to appeal to women on
more than a cosmetic, material level, but also on a personal level that helped women
to feel good about their skin. bareMinerals products, ranging from foundation,
eyeshadow, to mascara aim to help women feel good in their own skin with
products made from natural ingredients that benefit the skin.
Brand Identity Elements
bareMinerals is identified as a cosmetic brand that uses natural, mineral
ingredients to create products to promote healthy skin. Customers can identify
bareMinerals products by identifying the brand’s logo, which is simply
bareMinerals. This label appears on all products. In terms of brand motto,
bareMinerals does not have a motto that can be identified with the brand as a whole.
Instead, bareMinerals attaches specific mottos with specific products. For example,
bareMineral’s motto for its foundation products is, “It’s not Foundation, it’s
Minerals,” (Bare Escentuals). As for the packaging of the products, the packing is
very simply, clean and nicely finished. The packaging and lettering allows for the
customer to easily distinguish what each product is.

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Brand Relationship to the Corporate Parent
bareMinerals was created under the brand Bare Escentuals, the original
corporate parent in 1995. In 2010, Shiseido Company, Limited, a Japanese
cosmetics company, bought Bare Escentuals and became the ultimate corporate
parent of the company including the brand bareMinerals. Shiseido operates its
American brands under the division Shiseido Americas Corporation, which is based
in New York, New York. Shiseido Americas Corporation operates a number of
brands based in the United States including its namesake Shiseido, NARS, and the
salon business Helene Curtis are among a few (Shiseido Americas Corporation,
Hoovers Inc.).
Although Shiseido Americas Corporation currently acts as the corporate
parent and owner of the company Bare Escentuals as well as its sub-brands,
including bareMinerals, part of the purchase details allowed Bare Escentuals to
operate as its own private division under the leadership of its current CEO Leslie
Blogdett (Shiseido Company, Limited. Hoovers Inc.). Through the purchase by
Shiseido, Bare Escentuals and its brand bareMinerals have expanded their
distribution worldwide.

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Brand Objectives
bareMinerals was created for women looking for make up that not only
offered great coverage, but would also help enhance their skin from the inside out.
The brand’s main objective is to provide a product made with natural ingredients
that would improve women’s skin over time. This brand is aimed at women who are
looking for a make up line that will enhance outer beauty, while also the beauty and
health of the skin from within. While starting with only a few basic mineral
foundations, blushes and eye shadow products, this brand has grown to offer many
different products in different color palettes.
Another main objective that is presented by bareMinerals as a brand would
be the idea that their make-up line is not only a business, but also a community.
bareMinerals promotes Leslie Blodgett as their customers best girlfriend, always
ready with the right make-up tips and advice. bareMinerals boasts that Leslie
Blogdett receives thousands of letters and emails each week, and personally
responds to all of them. She wants to be perceived not only as a cosmetic
professional, but a girlfriend as well (BareEscentuals.com). bareMinerals would like
to invite and welcome women into their community. As a brand, they want to create
warm and welcoming feelings to encourage women to purchase their products with
the intention of improving their overall lifestyle.
bareMinerals creator, Leslie Blodgett
Leslie Blodgett with happy customers

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Brand History
In 1976, Diane Richardson opened the first Bare Escentuals store in Los
Gatos, California. It was a small bath and body store that sold the first mineral make
up line as well as body lotion, bath products and an array of aromatherapy oils
(go.galegroup.com). The years that followed the opening were very rocky and
Richardson did not know if Bare Escentuals would last. “A significant turning point
in the company's history occurred in August 1990, when Richardson found new
capital for sustaining Bare Escentuals through an investment group led by retail
specialist John Hansen,” (go.galegroup.com). Hansen started to turn the company
around and in 1994. He recruited Leslie Blodgett to Bare Escentuals to help the
company grow even more with her knowledge of the beauty industry. With ordinary
women in mind, Blodgett revamped the mineral makeup line that was already in
place. In 1995, she relaunched the line as bareMinerals with six eye shadows, six
blushes, five foundations and brushes (www.inc.com). In 1997, Leslie appeared on
QVC to bring more attention to the product. Word quickly spread through word of
mouth and online blogs. There are now 40 foundation shades of foundation, and
over 500 eye shadow colors in the bareMinerals line. The line has even branched out
to include skin care made with Active Soil ingredients. In 2010, Bare Escentuals was
purchased by Shiseido for $1.7 billion. With this purchase, Bare Escentuals will
reach the Asian and Brazilian cosmetic market on top of its market already in the US,
Ireland and the United Kingdom.

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Positioning: Analysis of Brand Strengths & Future
Potential
Building Brand Equity
bareMinerals’s first building block of building and establishing their brand
equity focuses on creating brand salience with customers. bareMinerals has
established salience by being a brand that offers cosmetics made from minerals.
Secondly, bareMinerals established a strong sense of salience by focusing on
satisfying women’s need for cosmetic products that are not only aesthetically
pleasing, but also promotes healthy skin. These two factors are the basis of
bareMinerals’ brand and how its customers have come to know them.
Next, bareMinerals builds brand equity through brand performance. Factors
that have contributed to the brand’s successful performance include products made
from minerals, a large variety of mineral-based makeup, consistently using natural
minerals throughout all products, offering products that are highly efficient creating
great coverage without using much product, and finally pricing all products within a
mid-level price point. All of these components contribute to the way in which the
customer experiences the brand. bareMinerals has done a successful job, thus
establishing successful brand equity, by offering a product that women can turn to
when seeking a healthy alternative for cosmetics. Based off of experience, customers
know that the product will not only be reliable, producing great results, but will also
last a long time. Overall, the customer experience has been positive, therefore
creating positive brand performance.
After establishing brand performance, bareMinerals next step in establishing
a strong sense of brand equity focuses on brand imagery. In other words, “the ways
in which the brand attempts to meet customers’ psychological or social needs,”
(Keller, 85). Components of bareMinerals’ brand imagery include its target market
and typical customers, women ages 30+ years of age with a disposable income and
conservative outlook. The typical bareMinerals customer cares about makeup for
not only health reasons, but also for every day wear. She values healthy skin and
wants to project an image that enhances her natural beauty. These components
paint a picture of the more intangible aspects of the brand.
Next, bareMinerals focuses on brand judgments. Brand judgments, built off of
brand imagery and performance, involve customer’s reactions and opinions of their
experience with the brand. bareMineral’s brand judgments include high quality and
highly credible products. Unfortunately, there is a low level of consideration for this
brand. When first introduced, bareMinerals gained a high level of superiority, but
that level has declined due to the fact that bareMinerals is no longer the only
cosmetic brand that products mineral makeup products.

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Then, bareMinerals focuses on establishing brand equity through brand
feelings. These feelings include customer’s emotional reaction to their experience
with the brand. Overall, bareMinerals has very positive brand feelings associated
with their customers’ experiences. Feelings associated with this brand include
feeling healthy, natural, beneficial, and expensive. These brand feelings support
bareMinerals’ overall objectives when customers react with feelings of healthy,
natural and beneficial because that is what the products strive to do. They promote
healthy skin through natural minerals in order to benefit women’s overall
appearance and wellbeing.
The final aspect of bareMinerals brand equity is brand resonance. This final,
and most important aspect of brand equity focuses on the overall relationship
customers have built with the brand. Overall, customers who use bareMineral
products are highly loyal. Customers also feel a high level of attachment to the brand
because its products promote healthy skin. In terms of community, there is a low
level of sense of community even though the brand aims to have a high level. And
finally, the brand aims to have a high level of engagement with its customers
through promotional programs such as FAB. Customers who participate in the
promotional program feel a high level of engagement.

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PYRAMID

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Natural
Beautiful
Good for Skin
Lifestyle
Quick & Easy
Reliable
Smooth
Simple
Force of Beauty
Pure
Flawless
Confidence
Original
Core Brand Associations & Values
The Core Brand Associations for bareMinerals include: Good for Skin,
Natural, Original, Confidence, Flawless, Pure, Force of Beauty, Simple, Smooth,
Reliable, Quick & Easy, and Lifestyle. The values associated with bareMinerals stem
from Bare Escentual’s core values, which include community, love, and
understanding. The brand establishes these associations and values through its
bareMinerals storefronts, knowledgeable employees, an informative website, and
most importantly, customer experiences.
The most influential Core Brand Associations of bareMinerals include Good
for Skin, Natural, and Lifestyle. These elements reflect the nature bareMinerals
products. The products, ranging from foundation, to eyeshadow, to lipglosses are all
created from natural, mineral ingredients. Women seeking to incorporate healthy
cosmetics into their healthy lifestyle turn to bareMinerals products.
Mental Map
bareMinerals

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Brand Mantra
Extending Brand Value
Extending the brand value is essentially implementing all of the positioning
tactics stated thus far. A brands value directly correlates with how well a brand
creates a positive image and creates awareness within their target market.
bareMinerals as a brand is not making many strides in extending their brand value
in the present. They have not chosen a relevant spokesperson that could increase
their target market segment. They have kept the same image of Leslie Blogdett as
the face of bareMinerals, who does not have a strong association with the brand for
new customers.
*presenting recommendations for brand improvement; use in case
study* bareMinerals would also increase their brand value by establishing valid
points of difference and points of parity for their brand when compared with others.
POD’s can help bareMinerals by influencing their target market to choose their
products over their competitors such as Mac, Cover Girl or Neutrogena. Presently,
bareMinerals does not market towards the younger market using their brand
objectives of creating a product that will not only enhance your beauty on the
outside but create healthy skin from within. Women in their mid-twenties are
becoming more aware with anti-aging products and health conscious products that
that bareMinerals could really find a niche with this market. Strong POD’s that
bareMinerals obtains as a brand would be their heritage and innovativeness. They
were the first company to really expand with mineral based make-up and skin care
products.
By establishing strong points of difference, it is equally important to establish
points of parity as well. By comparing their product to other make-up lines within
the desired market while emphasizing the attributes of their product could help
sway the target customer in their favor. POP’s in brand value between bareMinerals
and their competitors include mineral based products that encourage healthy skin.
The competitors of bareMinerals such as Estee Lauder and Loreal are stronger in
the marketing field with their products, therefore increasing their brand value
through brand awareness with their target market. bareMinerals does not have
television or print advertisements the promote their brands awareness. They are
not strong at influencing or attracting new markets.

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Corporate Brand Strategies
While focusing on the brand bareMinerals, there are a few corporate parents
involved. Bare Escentuals is the parent company of bareMinerals, and The Shiseido
Americas Corporation is the corporate parent of Bare Escentuals. Since acquiring
the entire brand Bare Escentuals, including bareMinerals, in 2010, Shiseido’s main
strategy has been to expand their business to the market in the United States where
they have not been a dominant player. Shiseido operates several brands in the
United States with Bare Escentuals accounting for 85% of their net sales (Shiseido
Americas Corporation, Hoovers Inc). The purchase of the entire company Bare
Escentuals directly followed Americas Corporation’s plan to consolidate the United
States’ brands it currently owned: NARS, ZIC Corp., and the brand Shiseido
Americas.
[bareMinerals branding strategy has stayed consistent with what it was
before the acquisition from Shiseido] (sounds strange-revise). While Shiseido owns
bareMinerals, they still operate as a separate division under CEO Leslie Blogdott.
She has implemented the plan to focus solely on the brand bareMinerals and build
on that name rather than to continue focusing on their original brand name Bare
Escentuals. Since expanding through bareMinerals, Bare Escentuals has also created
two other sub brands, Buxom, a line of lipglosses sold exclusively through Sephora,
and mdFormulations, an anti-ageing skin care line. Neither of these sub-brands have
developed strong brand awareness or brand image resulting in low brand value.
There are a number of factors when it comes to defining a corporate image.
Associations such as brand quality and innovativeness, customer orientation, values
and social responsibility, likability and trustworthiness all directly reflect a
corporate brands image. Highlighting aspects such as innovativeness in the
industry would build brand equity for bareMinerals. bareMinerals was the first
make-up and skin care line to incorporate natural minerals in their products
encouraging healthy skin care (BareEscentuals.com). bareMinerals also provides
excellent customer service and creates a strong impression on their current
customers which contributes to customer lifetime value.
bareMinerals does promote the trustworthiness of their brand through their
website www.BareEscentuals.com. The brand highlights their image of creating a
community through the acquisition of their products. By purchasing bareMinerals
you attain Leslie Bolgdett as a new girlfriend ready and willing to give helpful advice
on your new make-up and skin care products. bareMinerals also emphasizes their
stance on social responsibility and values through their website as well. The
website www.BareEscentuals.com, states that a new law, the California
Transparency in Supply Chain Act, requires all manufacturers and retailers in
California to disclose their efforts they are making to ensure their supply chain is

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free of acts of slavery and human trafficking. This strongly builds their corporate
brand image by promoting their brands positive employment practices
(California Transparency in Supply Chain Act, BareEscentuals.com).
Brand Marketing Strategy
Customer Analysis
The bareMinerals customer is female and likely to be, on average, about 30-
35 years old. She cares not only about her outer appearance, but also about the
wellbeing of her skin and how the products she uses contributes to the overall
health of her skin, and ultimately her healthy lifestyles. She also has a disposable
income.
Communication & Promotional Programs
bareMinerals offers an exciting and appealing promotional program to its
customers. The program is called the Friends and Benefit Program, also known as
FAB. This program is free to join and has many perks. First, members receive a
“Personal Sale Day”. Second, members receive a personalized discount on their
birthday. Third, members are given the opportunity to view products early and
receive special deals. Fourth, members do not have to worry about holding onto a
receipt; members can simply use their FAB membership as a form of receipt, due to
the fact that the membership tracks all purchases. And finally, for every $150 a
member spends, she receives a $10 gift card towards a future purchase.
Overall, the FAB membership offers great deals for members. The
membership works in stores and online. However, employees stressed that they do
not mention the perks of the program to customers until they are at the register.
Also, there is low visibility of the FAB Program information throughout the store.

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Brand Personality
Love, Understanding, Community. These three words are what bareMinerals
represents and what their brand personality is built off of. These three words are
what represent the company the best way, yet they need to be refined to reach out
to a younger target market. With the placement of a spokesperson for bareMinerals,
it will make its community larger. With the growth of the community comes the
understanding of how the products are healthy and good for your skin. It will also
show that you can love makeup and not just depend on it to cover up imperfections
or up wanted blemishes.
Leveraged Secondary Associations
Leveraging secondary brand associations can be an indirect, yet strong
approach to building a brand’s equity. These entities include companies (through
branding strategies), countries or geographic areas (through identification of
product origin), channels of distribution (through channel strategy), other brands
(through co-branding), spokespersons (through endorsements), and events
(through sponsorship). Currently, bareMinerals uses Leslie Blogdett as the face of
the brand. She is the current CEO and creator of bareMinerals. The consumer
recognizes that bareMinerals is mineral based make-up, which is good for the skin.
However, most consumers are not going to make a strong positive connection
between the brand bareMinerals and Leslie Blogdett. Blogdett does not create a
strong enough association with the brand to influence the consumer. Other
competitors of bareMinerals are constantly using new and relevant spoke people to
promote their brand image.

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Competitors
One of bareMinerals’ top competitors is Elizabeth Arden. Elizabeth Arden is a
cosmetic company that has lasted through the years and changed with the times.
One of the changes that it has gone through is adding the Pure Finish Mineral
Powder to its lineup of products.
The Pure Finish Mineral Powder is non-drying, skin brightening and smooth
imperfections. This mineral makeup focuses on hiding the flaws instead of
correcting them like the bareMinerals foundation. The bareMineral’s formulation
helps diminish the appearance of imperfections without drying out the skin. It has
also been clinically proven to promote clearer, healthier looking skin. While both
mineral foundations provide natural finishes and contain SPF, Pure Finish contains
SPF 20 and Original Mineral foundation contains SPF 15. Pure Finish is the only
Elizabeth Arden product that provides UVA and UVB protection. bareMinerals has
more products containing SPF.
The competitive advantages that bareMinerals has over Elizabeth Arden is
that all of their makeup is 100% natural. It is not formulated with any parabens,
binders, fillers or synthetic chemicals. Although it is described as having a creamy
feel, bareMinerals foundations, blushes, finishing powders and eye shadows are in a
powder form. This includes the new ready makeup line, which provides pressed
powder foundations, blushes and eye shadows in a compact form. Elizabeth Arden’s
foundation, except for the Pure Finish Mineral Powder and Ceramide Skin
Smoothing Loose powder, come in a liquid form, which can be considered heavy
weight compared to the lightweight mineral makeup.
While both companies have foundations, eye products, lip products and skin
care, Elizabeth Arden does offer one thing that bareMinerals does not have. This
extra element is fragrance. Elizabeth Arden offers twelve different perfume/spray
fragrances. They also offer a line of bath and body products. This gives Elizabeth
Arden a competitive advantage over bareMinerals because it brings in a different
target market that may not use their line of makeup, but does enjoy their fragrances.
One other advantage that Elizabeth Arden has over bareMinerals is their
marketing strategy and visibility. There is usually at least one ad for Elizabeth
Arden, either makeup or fragrance (sometimes both), in fashion magazines every
month. bareMinerals advertisements are only visible when the brand is launching a
new campaign or product. Consumers who purchase fashion magazines monthly do
not regularly see bareMinerals’ advertisements.
A second competitor is Estee Lauder. Estee Lauder is one of the largest
cosmetic companies in the world. This corporation owns over a dozen different
brands that cover virtually every market segment in the cosmetic industry.

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EsteeLauder has a number of brands that compete with bareMinerals. Specific
competitors include Clinique, Origins and M.A.C. What we have noticed is that
through the ownership of many different brands, Estee Lauder has managed to
create products for specific target markets under different brand names. Clinique
promotes their brand as skincare and make-up specifically for those with sensitive
skin and marketing them as ‘dermatologist tested’. Origin appeals to the eco-
friendly market. With sustainable and environmentally conscious practices
becoming extremely popular, this brand specifically targets the consumers who care
about how products are manufactured and prefer to use products that are organic
and contain no additives. And M.A.C. cosmetics target the younger market using
different celebrity spokes persons as well as marketing new products each season.
The POP’s of these products each coincide with bareMinerals in different
ways. bareMinerals advertises their products being made of only mineral
compounds that are great for sensitive skin and will improve the condition of the
skin. These elements coincide with Clinique as well as Origins. bareMinerals also
boast an extensive color selection of eye shadows and blushes in a number of forms,
both compact and powder which compare with the selection offered by M.A.C. The
POD’s between bareMinerals and these other products offered through Estee Lauder
mainly highlight the fact that Estee Lauder offers a number of different brands that
offer more specific products. Their target market is narrower and therefore these
brands are able to focus their attention on one common theme. In other words, Este
Lauder took the idea of aiming each brand towards a smaller target market and
succeeding with in them.
Finally, a third competitor is L’Oreal. Founded in 1953, L’Oreal has
established itself as more than just a cosmetics brand. L’Oreal includes popular sub-
brands such as Garnier, Maybelline, Lancôme and even more (Lambert). These sub-
brands include not only makeup and skincare products, but also salon and perfume
products. L’Oreal’s expanding brand portfolio is a major POD compared to
bareMinerals. bareMinerals mainly focuses on makeup and skincare products.
Another POD that separates L’Oreal from bareMinerals, similar to Este
Lauder products, are the brands’ products visibility within many more locations,
such as department stores and drugstores. Also similar to Estee Lauder and
Elizabeth Arden products, L’Oreal has a competitive advantage over bareMinerals in
terms of advertising. Not only does L’Oreal advertise through print and television,
but their target market is also much more expansive than bareMinerals. Specifically,
L’Oreal has a line of products that is targeted towards men. With increased visibility
via advertisements and greater target market, L’Oreal maintains an advantage over
bareMinerals.
While L’Oreal does has competitive advantages over bareMinerals,
bareMinerals does have several components that separate their products from their

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competition. For example, bareMinerals Get Started Kits are kits that have contain
seven products for creating a great foundation. Other brands, such as L’Oreal, Estee
Lauder and Elizabeth Arden do not have starter kits. Instead, customers have to
purchase products individually. Differences aside, both L’Oreal and bareMinerals
offer a great selection of products, specifically makeup. Both brands offer helpful
online websites for purchasing products.

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bareMinerals vs. Elizabeth Arden
POPs PODs
Mineral Foundation
Wide of colors in all makeup
products
Attracts older demographic
All natural ingredients
Foundation products all in
powder form
No fragrance line
More products containing SPF
bareMinerals vs. Estee Lauder
POPs PODs
High quality products that are
good for sensitive skin
Large variety of color choices
Attracts older demographic
Offer anti-ageing products
Price-points
All natural ingredients
No free gift or samples
Continual rewards through FAB
program
Get Started Kits
bareMinerals vs. L’Oreal
POPs PODs
Wide variety of makeup &
skincare products
Option of mineral makeup
products
Online store
No salon, fragrance, or men’s line
Get Started Kits
More options of makeup products
More products containing SPF &
higher degree of SPF
Less access; less availability in
stores/department stores

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Field Research Checklist

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Recommendations
When bareMinerals first stepped out into the cosmetic industry, the brand
had a high level of attention and superiority over other brands due to its innovative
and original use of natural, mineral makeup. However, overtime bareMinerals’
competitors have started using mineral ingredients as well. Therefore, it is
important for bareMinerals to consider several areas of their branding that need
improvement in order to regain recognition and gain new customers in the growing
cosmetic industry.
First, bareMinerals should focus on making the brand more visible to existing
and potential customers via increased advertisements. Currently, bareMinerals only
promotes the brand when there is a new product. bareMinerals should run
advertisements consistently in magazines as well as television advertisements in
order to keep the brand consistently in consumer’s minds. For example,
bareMinerals should consistently emphasize their Get Started Kits due to the fact
that other cosmetic brands do not offer complete, customizable foundation kits.
These advertisements should also emphasize bareMinerals’ use of natural mineral
makeup that promote healthy skin and encourage a healthy lifestyle.
Also, bareMinerals should consider branching out into department stores to
increase their visibility. Currently, bareMinerals products can be purchased online
or in bareMinerals store fronts. By branching out into department stores,
bareMinerals will be able to better compete against competitors and gain more
consideration from potential customers.
Secondly, bareMinerals needs to reestablish their brand mantra that will
leave a lasting impression on consumers. For example, bareMinerals could use the
mantra “Beautiful. Bare. You”. This mantra ties in all aspects of what bareMinerals
products offer its target market. With this mantra, consumers will know that
bareMineral products will help accentuate women’s inner and outer beauty through
their healthy, natural mineral makeup which enhances skin’s overall health helping
women to feel secure knowing that their skin not only looks great but is also
nourished.
Third, bareMinerals should identify a celebrity spokeswoman to promote the
brand. Currently, the brand relies on creator Leslie Blodgett as the face of the brand.
bareMinerals should appoint a popular female celebrity whom women can identify
with in order to keep the brand fresh in customers’ minds. bareMinerals should
consider appointing a celebrity such as Lena Dunham. Lena Dunham is very popular
in today’s pop culture, she has a natural, fresh appearance, and could relate to many
women.

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Next, bareMinerals should focus on targeting a younger demographic of
customers. Currently the average bareMinerals customer ages 30+ years. By
establishing a younger, relatable celebrity as the face of the brand, establishing a
brand mantra, and consistent advertisements, bareMinerals will be better
positioned to attract a younger demographic of women. This attraction of new
customers will increase the brands image within the cosmetic industry and help it to
regain superiority.
Finally, bareMinerals should consider taking the place of its parent brand,
Bare Escentuals. Bare Escentuals has lost its brand image as bareMinerals has
gained popularity. By replacing Bare Escentuals with bareMinerals, the brand will
have a stronger, more defined brand image as a whole.
Beautiful. Bare. You.
Lena Dunham; potential spokeswoman

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Conclusion
In conclusion, bareMinerals is the strongest sub-brand under Bare
Escentuals. A makeup brand that focuses on using all-natural, mineral ingredients,
bareMinerals promotes the importance of appreciating one’s skin. bareMinerals’
products work to accentuate a women’s already natural beauty. Overtime,
bareMinerals has lost a sense of superiority within the cosmetic industry due to the
fact that the brand is no longer the only brand that produces mineral based makeup
products. But, by repositioning itself in a more modern, visible light, bareMinerals
can rebuild its brand image and again gain dominance within the cosmetic industry.
Ways in which bareMinerals can reestablish its brand positioning is to
rethink its brand strategy. For example, the brand should consider targeting not
only its existing target market, women ages 30+, but also younger women 20+ years
in age who also value their skin and want to use products that will enhance their
beauty. Also, bareMinerals needs to reestablish itself in advertisements, both in
magazines and television. It would be beneficial to the brand to also appoint a new,
popular spokeswoman who targets a younger demographic. With a new
spokeswoman that customers can identify with and increased advertisements,
bareMinerals will reach out to more potential customers.
Also, bareMinerals and its parent brand, Bare Escentuals need to consider
ways in which to narrow down their branding strategies. One way that the brand
could accomplish this is to ultimately replace Bare Escentuals with bareMinerals.
Being that bareMinerals is the dominant force of Bare Escentuals, it would be
beneficial to the overall brand to appoint bareMinerals as the parent brand in order
to help customers identify the brand more clearly.
But most importantly, bareMinerals needs to reiterate their main objectives
as a brand: Love. Understanding. Community. By providing products that promote
not only a great appearance, but also a healthy complexion, bareMinerals lets its
customers know that their products are there to embrace women’s concerns for
wanting to love the skin they are in.

24. 24
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Bare Escentuals. 2012. Bare Escentuals Beauty, Inc. 22 Jan. 2013
Colbert, Catherine. "Bare Escentuals, Inc." Company Description and Company
Overview. Hoovers Inc. 2013
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Hoover’s Inc. 2013
Elizabeth Arden Web. February 5, 2013 *double check this is correct citation
Keller, Kevin L. Strategic Brand Management. 4th ed. Upper Saddle River: Pearson
Education, 2013. Print.
Lambert, Sylvia. "L'Oreal USA, Inc." Hoover's. Hoovers, Inc., 2013. Web. 5 Feb. 2013.
“Our Brands” The Estee Lauder Companies. 2011
Sherrill, Martha. "Move over, Estee Lauder". New York Time, June 10, 2011. Web.
January 22, 2013.
"Skincare, Cosmetics, Haircare, Haircolor, Hair Styline & Men's Line: L'Oreal Paris."
L'Oreal Paris. L'Oreal Paris, 2013. Web. 5 Feb. 2013.
Welch, Liz. "How I Did it: Leslie Blodgett of Bare Escentuals". Inc magazine, July. 01,
2010. Web. January 22, 2013.