This is a true revolution for the Californian mineral makeup brand: after a successful launch in the U.S. in September 2011, followed by the UK in April 2012, the new bareMinerals Ready line of compact makeup products will now be available to European consumers.

Yet it is not that simple to compact mineral powders in order to make them easier to transport and use, while maintaining the properties and benefits of free minerals. Apparently that was a strong demand from women, many them considering that loose powders are not always easy and convenient to apply, and it is clearly important to seduce these women for the brand to win market shares.

To operate this shift while keeping consistent with the brand’s identity, Shiseido’s bareMinerals has developed its own techniques, including cold pressing of oils used as binders and the collection of oceanic minerals. Finally, the new bareMinerals Ready range features eyeshadows, blushes, bronzing powders and touch up veils, associated with an anti-aging and antioxidant complex. All without parabens, talc or fragrance.

"These are not conventional pressed eyeshadows, nor ordinary compact blushes, says Anaïs Josselin, bareMinerals France, the colours are vibrant, bold and intense, the texture is creamy for a silky finish on the skin."

In the continuity with brand’s habits, the communication about the launch is focused on social networks and blogs. Thus, bareMinerals brought together in late June at the Bellevilloise in Paris, some of its most loyal Facebook fans, as well as a selection of bloggers, for a preview presentation. Advertisements in women’s magazines in cooperation with Sephora will complete these actions.

The bareMinerals Ready range will be available in August in France, exclusively at Sephora, and in September in other European countries.