Singer Kat Edmonson has been roped in as the new face of bareMinerals' women empowerment campaign, "Be a Force of Beauty".
The skincare brand kicked off the "Be a Force of Beauty" campaign in fall 2011 and has been looking for new faces that inspire, energize and captivate to represent it.
Edmonson was discovered by Leslie Blodgett, executive chairman of Bare Escentuals, while listening to the singer's radio interview.
"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. 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."
Blodgett then interacted with Edmonson over a social networking site and decided to rope her in for the campaign.
Through this campaign, bareMinerals aims to find women with unique stories that have inspired the brand and to introduce these women to a larger audience and share their discovery and inspiration.
The 29-year-old singer too seems thrilled to be associated with the brand. After she visited the bareMinerals' headquarters in San Francisco, she even wrote a song, "Bottom of Your Heart," inspired by the brand's core belief and its "Be a Force of Beauty" drive.
"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 and will also participate in special live performances in designated bareMinerals boutiques.