News

Bare Escentuals to launch first-ever global platform, creates BareMinerals Ready Eyeshadow for fall

BY Antoinette Alexander

SAN FRANCISCO — Bare Escentuals is launching in September its first-ever global creative platform and marketing campaign, “Be a Force of Beauty,” aimed at amplifying the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action.

“Celebrating women isn’t new for us; it’s who we are and what we do. It’s always been more than a philosophy; it’s really our DNA,” explained Leslie Blodgett, executive chairman of Bare Escentuals. “We have a responsibility to not just tell a singular story of beauty, but [also] share in the collective spirit of women around the globe.”

The new global platform is a natural extension to the brand, which pays tribute to the millions of women who have established Bare Escentuals as the original community brand, is as much about peer-to-peer community as it is about beauty products. “Be a Force of Beauty” is the next evolution of the brand’s commitment to engage women in real, open and honest dialogue and will serve as a call to action to further ignite the conversation around beauty, the company stated.

The first iteration of “Be a Force of Beauty” will kick off in North America in early September and will roll out to international markets in spring 2012, when each campaign will evolve from region to region. Supported by integrated marketing efforts, the campaign creative will feature five women, each personifying a “force of beauty.”

The global campaign will be supported by TV, print, digital and social marketing efforts throughout the Americas, Europe and Asia.

The empowering message behind "Be a Force of Beauty" augments the less-is-more approach of Bare Escentuals’ BareMinerals product line. Bare Escentuals has now expanded its portfolio with the new BareMinerals Ready Eyeshadow, a new innovative concept in solid mineral technology for fall 2011. Created through a unique cold-pressed method, the formula combines a proprietary SeaNutritive Mineral Complex with antioxidants, cold-pressed borage oil, caffeine and cucumber to deliver anti-aging benefits, including depuffing and antioxidant protection for a softer, smoother, revitalized eye area.

BareMinerals Ready Eyeshadow will first appear in the “Be a Force of Beauty” campaign this October to mark its official launch in North America, followed by a global rollout in spring/summer 2012.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
News

CDC reports rise in child vaccinations

BY Alaric DeArment

ATLANTA — Childhood vaccination rates are on the rise, according to a new report by the Centers for Disease Control and Prevention.

The CDC’s 2010 National Immunization Survey of more than 17,000 households found that among children born between January 2007 and July 2009, immunizations for measles, mumps, rubella, rotavirus, hepatitis A, pneumococcal disease and haemophilus influenza type B were at 90% or more. In addition, vaccinations against polio, chickenpox and hepatitis B were remained at or above 90%.

"As recent outbreaks of measles and whooping cough have shown, vaccine-preventable diseases are still around us," CDC National Center for Immunization and Respiratory Diseases director Anne Schuchat said. "And it is important that healthcare providers, community groups and state programs support parents in assuring that children are protected from vaccine-preventable diseases."

Notably, for most vaccines, immunization rates did not differ between racial and ethnic groups, and thanks to recent increases in coverage among minority children, levels for most vaccines in other racial and ethnic groups were similar to or higher than those among white children. This contrasts with other health services, where large disparities have remained. Overall, less than 1% of toddlers did not receive any vaccines.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
News

Study: Duration of obesity linked to increased risk of diabetes

BY Michael Johnsen

ANN ARBOR, Mich. — The longer a person maintains a body mass index qualifying him or her as "obese," the greater risk he or she incurs in developing diabetes, a new study released Tuesday found.

"Our study finds that the relationship between weight and Type 2 diabetes is similar to the relationship between smoking and the risk of lung cancer,” stated study lead author Joyce Lee,  a pediatric endocrinologist at University of Michigan’s C.S. Mott Children’s Hospital. “The amount of excess weight that you carry, and the number of years for which you carry it, dramatically increase your risk of diabetes," she said. “We know that, due to the childhood obesity epidemic, younger generations of Americans are becoming heavier much earlier in life, and are carrying the extra weight for longer periods over their lifetimes. … When you add the findings from this study, rates of diabetes in the United States may rise even higher than previously predicted.”

Researchers found that a measure of degree and duration of excess weight — based on the number of years a person maintained a body mass index of 25 or higher — was a better predictor of diabetes risk than a single measurement of excess weight.

Lee and colleagues also found that black and Hispanic individuals compared with white individuals had a higher risk for diabetes, for the same amount of excess weight over time. For example, individuals with a BMI of 35 (10 points higher than healthy weight) for 10 years would be considered to have 100 years of excess BMI. Hispanics in this group were twice as likely to develop diabetes compared to whites, while blacks in this group had 1.5 times greater risk than whites.

Based on the latest findings, Lee suggested obesity prevention and treatment efforts should focus on adolescents and young adults, especially racial minorities.

In addition, she believed that measuring and following BMI and the cumulative “dose” of excess BMI may be helpful for clinicians and patients in understanding risk of diabetes in the future.

The new University of Michigan Health System study surveyed 8,000 adolescents and young adults. The study appeared online ahead of print in the September issue of the Archives of Pediatric & Adolescent Medicine.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?