Back in 2010, Japanese cosmetics firm Shiseido bought Bare Escentuals. Shiseido’s board is made up of seven men, who I’m pretty sure do not wear women’s cosmetics. It is the largest cosmetics’ firm in Japan and the fourth largest in the U.S. The merger has proven less than stellar. According to the Wall Street Journal, the merging of the two companies have had challenges leading to a net loss of $287 million for the year-end.
“The two [Shiseido and Bare Esentuals] launched the bareMinerals skincare line in 2012, but overall it’s been an unhappy marriage, so much so that analysts have said it is clear that the two companies can’t work together successfully, partly due to cultural differences. They clashed, for example, over differing attitudes toward skincare in Asia and in the U.S.”
That article published on April 24th was just a precursor to what was to come four days later at the Nike Women Half Marathon in D.C. on April 28th when the company paid frat boys to stand along the route with signs that said, “YOU LOOK BEAUTIFUL ALL SWEATY.”
Not surprisingly, women’s groups were furious. [As an aside, who does this in DC, the home of thousands of interest groups; never mess with a woman running 13.1 miles when you’re not running; never use frat boys wearing shirts asking women to #GoBare]
The stunt was part of Bare Essentials #GOBARE campaign, which was announced on PRNewswire, and states, “Bare your skin, and the rest will follow. bareMinerals is asking women to #GOBARE through a digital campaign designed to reveal anything and everything, including women’s secret indulgences, for a chance to have it brought to life in a special and unique way for select fans.”
They even posted the photo on their Facebook page about how great the race went…but it was short lived:
BareMinerals did respond to Collective Action, one of the largest and loudest dissenters, but I have to say, it sound a little too patronizing:
“First and foremost, we want to say how incredibly sorry we are that we caused any offense. Our messages were meant to motivate and support but you’ve made us realize that not everybody would find these messages motivational or supportive. It’s ironic because you’re exactly the kind of women that we are inspired by because you’re fighting the good fight and standing up for women. Our mission is to make a positive difference in women’s lives and to inspire women to be their very best. So to know that this is not what was translated on the street really pains us. We take your concerns so seriously, and we really believe this is a learning opportunity for our brand. Please rest assured that these signs will not be used going forward on the Go Bare tour. We’re glad we’re having this chance to learn.”