RETHINK WHAT MATTERS

Rethink what a revolution looks like, from going bare in public to what freedom feels like. Bare Escentuals, the mineral makeup pioneer, invites you to shake up that foundation and sound off on topics that are more than just skin-deep with their new campaign, Rethink What Matters.

Born from employees rethinking makeup itself – the beauty brand found looking good is not about using artificial gunk to cover imperfections, but about enhancing what you’ve got. In keeping with their wink-wink approach to marketing (Love MATTE Campaign), Bare Escentuals unveils playful taglines to help start honest conversations with your girlfriends. bareMinerals SPF15 Foundation feels completely weightless, but gives you all the flawless coverage you need. Like you are wearing nothing at all.”

Bare Escentuals invites you to give rethinking a try, too. Every week at RethinkWhatMatters.com, a new discussion topic will be featured with five questions for you to answer and share with your friends by email, Facebook and Twitter. What’s in it for you? Well, good karma for one. And free products and other fantastic goodies. Plus for a few really lucky ladies, an even bigger reward that will definitely make rethinking worth your while.

Bare Escentuals will also be taking its message to the streets by dispatching Quickie Vans within select cities. Each van will feature a tagline (for instance, Rethink Going Bare In Public) to grab the attention of passers-by and pop up into a mini boutique with a team offering “make-unders” and samples. So stop by and “Rethink the quickie” for an impromptu make-under.

RETHINKWHATMATTERS.COM CONTEST

The Rethink Campaign Contest will run for nine weeks total, with the first set of Rethink questions going out on 1.22.10 (Week 1) and the last set of Rethink questions going out on 3.19.10 (Week 9). The contest will end on 3.26.10.

Every week there will be BE goodies for a lucky (randomly selected) group of people who answer the Rethink questions and share with their friends. At the end of nine weeks (3.26.10), one grand prize winner and two runner-ups will be drawn.