bareMinerals® Taps Singer Kat Edmonson as Its Next “Force of Beauty”
San Francisco, CA (March 1, 2013) /PRNewswire/ — Launching in March, bareMinerals (www.bareMinerals.com) unveils the next generation of its “Be a Force of Beauty™” platform with singer-songwriter Kat Edmonson as its newest face.
As a follow-up to the blind casting that kicked off the “Be a Force of Beauty” campaign in Fall 2011, bareMinerals has been on the hunt for new forces of beauty; women that inspire, energize and captivate. Through this evolved platform, bareMinerals seeks to share the individual stories of women that have inspired them, and in return, hopes to introduce these women to a larger audience in order to share their discovery and inspiration.
This idea first came to life last April while Leslie Blodgett, Executive Chairman of Bare Escentuals, was listening to a radio interview with Kat Edmonson on NPR during her daily commute. “I listen to the radio all the time, but this was different,” says Blodgett. “She was different; her voice, her story…she immediately touched my soul.”
Following a social media courtship, Blodgett and Edmonson arranged a meeting in New York a few weeks later. “From the moment I heard Kat on the radio, I knew we had to do something with this amazingly talented artist,” comments Blodgett. “It felt like the blind casting again—I felt like I saw who she was without seeing her face.”
Kat Edmonson’s Story
A Texas native, Edmonson’s poignant jazz-inspired vocals defy genre, earning her legions of fans both in her home state and nationally, including such legends as Willie Nelson and Lyle Lovett. Her 2009 debut album Take to the Sky hit the top 20 on Billboard’s jazz charts. A musical kinship with Lovett led to a duet on the holiday classic “Baby, It’s Cold Outside” which the pair performed on tour and on “The Tonight Show with Jay Leno.”
Her second record (which she also co-produced and her first to include her own original material), Way Down Low, was funded through a Kickstarter campaign, which afforded the business-savvy vocalist almost total artistic control and debuted at #1 on Billboard’s Heatseekers Chart. 2012 proved a very successful year for Edmonson with The Boston Globe calling the album “one of the greatest vocal albums I’ve ever heard.” She was featured in several major year-end “Best of 2012” lists, including DownBeat Magazine, WNYC’s Soundcheck “Best Live Performances” and Daytrotter’s “Best Sessions of 2012.” Edmonson started off 2013 with a performance on “Austin City Limits” and again hit the top spot on Billboard’s Heatseeker Chart.
Following a trip to bareMinerals’ headquarters in San Francisco last summer, Edmonson penned a song, “Bottom of Your Heart” inspired by the brand’s core belief and their “Be a Force of Beauty” platform centered around a message of empowerment—which she is currently performing on tour. “I was struck by bareMinerals’ genuine passion to empower women through their makeup line,” says Edmonson. “I find that bareMinerals message around being your beautiful self from the inside out affirms my belief that our true greatness comes from what is already within us.”
Edmonson will begin appearing on the brand’s digital and social media platforms in March 2013, while also engaging in unique brand activities which include: special live performances in designated bareMinerals boutiques, free downloads of select songs, crowd-sourced makeup looks, various sweepstakes opportunities for access to upcoming concert dates, special meet and greets, and exclusive sampling initiatives. Visit www.bareMinerals.com/forceofbeauty for more information on Kat Edmonson, as well as upcoming events and performances.
Love. Understanding. Community. That’s what bareMinerals represents. It’s a trusted source. One that is founded on our belief in beautiful, healthy-looking skin…and that all women can achieve it. It’s a simple passion that’s grown into an extensive, global award-winning product line.
The brand utilizes a distinctive marketing strategy and multi-channel distribution model to develop, market and sell cosmetics and skincare in 30 countries, with over 7,000 points of distribution, including more than 200 company-owned boutiques.
For further information, please visit: www.bareMinerals.com.