Case study
bareMinerals engaged Antonym to elevate their most recent rebrand with revitalized website copy, messaging for 50+ emails, and a reimagined name, tagline, and identity for their bespoke loyalty program.
Classic beauty, new world
The Lexicon
bareBeauty, Better bare, Clinically proven, Consciously made, Makeup that does more, Mindful, Skin-improving, Skin-loving
A mineral-shaped beauty revolution
When bareMinerals launched in 1995, it forever altered the beauty industry by introducing clean, mineral-infused makeup to the masses. Nearly 20 years later, their mineral-shaped revolution has spurred beauty’s most covetable—and competitive—genre: clinically-proven, good-for-skin formulas with uncompromising efficacy.
The challenge
The clean beauty conversation is saturated, and a lack of clear standards on clean formulations means consumers are demanding more transparency than ever. Including the bareMinerals consumer, who is voracious about safety and efficacy, and well aware of the limitless clean beauty landscape.
Our messaging needed to retain the brand’s exceptional equity in non-toxic beauty while bringing bareMinerals into the current moment—spiked with clearer language, a punchier brand philosophy, and modern verve and vim around pure, bare skin.
Deliverables
Loyalty strategy
After conducting an in-depth audit of beauty loyalty programs, we devised a revitalized identity for the bareMinerals Loyalty experience, with a sharper, ownable, more competitive name, tagline, and website copy rooted in their betterBare positioning.
Copywriting
As part of a strategic copywriting overhaul, we threaded bareMinerals’ purposeful new positioning through 50+ emails, and a refreshed trigger flow designed to more astutely capture and convert their target audience. On the website, we led a full-scale messaging transformation, elevating copy for every franchise and product, amplifying clarity around clean with headlining claims, crafting a new sustainability story, and guiding the consumer through a more personalized experience with sharpened beauty quizzes.
The Antonym effect
“Having referred Antonym to so many of my clients, I'd like to think I am Antonym's most "frequent flyer." But while this may or may not be factually true, much like an excellent airline, if the service is reliable and if they provide an enjoyable experience, of course, you stay loyal.
The Antonym team are true professionals and brand savants. They work tirelessly to understand your brand DNA and voice and deliver their copy projects without a hitch. They understand deadlines and how to plan for them, plus the entire team is a pleasure to work with. I can strongly recommend the team for a variety of tasks: website instructional copy, emails, naming, brand guidelines, internal editorial projects, and more!
Thank you for everything Antonym! (I'll be back, obviously!)”
Amelia Trumble, Digital and E-commerce Consultant
