BareMinerals creates Power of Good Fund to support women's initiatives
In a retail environment where selling unique products is not enough, brands are increasingly expected to complement their commercial efforts with more charitable activities, with cause-driven millennial and Gen Z consumers prepared to switch to brands that focus on this.
Skincare brand BareMinerals is the latest to align itself with one of today’s most buzzed-about topics: women’s empowerment. The company has launched a Power of Good Fund that will donate 1% of sales from BareMinerals’ boutiques and online stores to various charities supporting women’s education, entrepreneurialism, and mentorship from January 2019.
The initiative was launched at the brand’s first global event at Soho Farm in Oxfordshire, England, last week. Guests in attendance included brand ambassadors Hailey Baldwin and Rosie Huntington-Whiteley; Marc Rey, CEO of Shiseido Americas and Jill Scalamandre, president of BareMinerals.
"As a mother, business woman, and advocate for change, it was incredibly important that we establish a fund that allows young women to unleash their potential and realise their dreams. By establishing the Power of Good Fund by BareMinerals we hope to change the futures, and lives, of thousands of women across North America to start, with the aim to take this initiative global in 2020", says Jill Scalamandre, president of BareMinerals.
The two-day event saw the brand support London-based charity Access Aspiration, which provides 16 to 24-year-old students with new skills and career networks, with a donation.
The mineral makeup brand, which has been part of Japanese beauty giant Shiseido since 2010, has recently taken a new direction in terms of marketing, tapping a few recognisable faces as brand ambassadors (Hailey Baldwin, Rosie Huntington-Whiteley and Letitia Wright) and hiring its first official makeup artist Nikki DeRoest.
Baldwin and Huntington-Whiteley came on board to share the brand’s new ‘Power of Good’ campaign, which highlights the company’s commitment to creating formulas that are “Full of What’s Good/Free of What’s Fake”. The company said the use of these influencers, who have almost 24 million Instagram followers in total, will help it spread its marketing message around the world, particularly among the younger demographic.
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