“Be a Force of Beauty” says Bare Escentuals in their latest campaign. This may seem like your typical campaign for a makeup brand but it has more purpose than a pretty face selling it’s product.

Executive Chairman Leslie Blodgett and her team apparently were not looking for a “perfect” spokes-model instead they broke the norms of the advertising world and instead choose the option of running a blind casting!

She said, “We wanted to pick women based on what they stood for. We thought, ‘Are they people we want to spend time with? Do they have a voice, and do they have something to say?”

From a group of 271 women (models and actresses), it was narrowed down to 78 after a online questionnaire that was held. From there the list went from 78 to 25 and 25 to the final five.

Blodgett explains, “We were in another room listening [to the candidates being interviewed] through an old speaker box. It was kind of old-fashioned. We all had to be very silent and listen carefully — and take lots of notes.”

She also revealed that they wanted an endorsing model that was, strong, “a Force of Beauty [that] takes it to the next level”, someone who was able to make a change and a person who is confident in their skin and color.

I love this advertising campaign! It just reinforces the saying, ” Beauty is from within!” Bare Escentuals has hit a whole new level and I think this is the best marketing strategy yet!