Bare Escentuals Uses Tag in Direct Mail

Rachel Tamigniaux
Wednesday, Apr 27, 2011 at 11:00 AM
How the makeup giant is using Microsoft Tag to engage customers.

Bare Escentuals Tag

To promote its new line of skincare products, cosmetics company Bare Escentuals was recently looking for a way to give customers an interactive, 3D experience. They found that experience with Microsoft Tag.


Through a multifaceted campaign incorporating direct mail postcards, brochures, and print ads in Glamour and InStyle, Bare Escentuals is reaching out to its fleet of loyal followers with the help of Tag. The Tag-stamped promotional material directs viewers to a mobile video providing more information about Bare Escentuals’ new bareMinerals Skincare products, or to a video that educates customers about the company's new ingredient, RareMinerals Active Soil Complex.

Bare Escentuals advert


Focused on establishing a sense of community and forging deep, personal connections by listening to their customers, Bare Escentuals is well known for creating conversations about its products. Bare Escentuals chose Tag in particular to help the company achieve this goal because of Tag’s versatility and their ability to change and update content on an ongoing basis, keeping the conversation alive.


Tag has shown that it’s easy to connect the real world to the wealth of information available online. In Mobile Marketer's coverage of the Bare Escentuals campaign, Microsoft's Anna Kim-Williams described Tag as a “simple, effective and low-cost way to tap into that consumer expectation and provide targeted, personalized experiences.” Tag's interactive nature is helping Bare Escentuals (and many other companies) to communicate and influence their customers' in-the-moment purchase decisions.


What do you think of Bare Escentuals' campaign? Could they have used more ideas to connect with customers? Let us know in the comments below or on Tag’s Facebook or Twitter pages.



Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience



Capture customers in the moment and bring printed materials to life



Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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