Bare Escentuals has its first major ad campaign, and they're touting it as an un-retouched look at real women with natural beauty. They also say they selected the women based on their answers to questions about their lives and not their looks, which is almost true.
It's a gimmick, but it's a smart one, especially given the cartoonish images most beauty companies are still pushing. The tagline is "Be a force of beauty," and in the above commercial, an actress says that "pretty is what you are. Beauty is what you do with it." Leslie Blodgett, the executive chairman of Bare Escentuals, told The Times, "Hopefully it's a rally cry for ‘Don't just be pretty and sit there and get your picture taken and do nothing.' "