For Bare Escentuals' latest campaign, dubbed Be a Force of Beauty, executive chairman Leslie Blodgett and her team didn't look to celebrity spokesmodels to participate in the brand's ads.
by Jaime Richards

For
Bare Escentuals' latest campaign, dubbed
Be a Force of Beauty, executive chairman Leslie Blodgett and her team didn't look to celebrity spokesmodels to participate in the brand's ads. In fact, they didn't even look
at the models to be featured in the campaign. In an approach pretty much unheard of in traditional advertising standards, the beauty company instead chose to run a blind casting call.
"We wanted to pick women based on what they stood for," Blodgett explained. "We thought, 'Are they people we want to spend time with? Do they have a voice, and do they have something to say?'" It all started with 271 women — a pool of models and actresses, (so how bad could the results really be?) — and an online questionnaire. To see more about how it all went down, just keep reading.