A launch scheduled in March 2012 in Japan and a double challenge for Bare Escentuals: to launch its bareMinerals brand out from the makeup market and from its North American strongholds to conquer Asian markets with a new skincare line.
It is a major step in the development of the company, which was acquired by Japanese cosmetics giant Shiseido in 2010. In order to maximize their chances for success, the two companies have bet on their synergies.
The Japanese group and its Californian subsidiary worked together to develop skincare products addressing Asian needs and integrating Bare Escentuals’ uncompromising mineral approach. The new line is based on Bare Escentuals’ proprietary mineral ingredient ActiveSoil Complex  and integrates the latest discoveries of the Shiseido Research Center regarding the “skin’s biological rhythms”.
“With Bare Escentuals being the pioneers in minerals and Shiseido having the expertise in skincare R&D, we were able to collaborate together to develop a comprehensive line that is healthy yet extremely efficacious. For the first time, we are delivering exceptional skincare benefits through the power of minerals,” said Sarina Godin, Vice President, Global Product Development at Bare Escentuals.
The new bareMinerals skincare line features 7 products that will be launched in March 2012 in Japan (from 2,800 to 4,725 yens, incl. tax), then in other key Asian markets. In Japan, the products will be promoted at 11 department stores and via the TV channel QVC.
Through this launch, Bare Escentuals and Shiseido intend to accelerate the development of bareMinerals in Asia, by using Shiseido’s strong skincare development capabilities and sales network. The bareMinerals brand is currently sold in 31 countries worldwide.