INTRODUCING LESLIE BLODGETTEXECUTIVE CHAIRMAN OF

BARE ESCENTUALS,CREATOR OF BAREMINERALS

LESLIE BLODGETT

CREATOR OF BAREMINERALS & EXECUTIVE CHAIRMAN, BARE ESCENTUALS

A visionary recognized by Inc. Magazine as one of the “Top Entrepreneurs of the Decade: 2000-2009,” Leslie Blodgett has single-handedly turned the beauty industry on its head by catapulting mineral makeup into the public eye, forever changingthe conversation around beauty.

Joining Bare Escentuals as CEO in 1994, Leslie’s aptitude and discerning leadership style helped transform what was a local bath and body retailer into one of the leading prestige cosmetic companies in the United States with the launch of bareMinerals, an award-winning line of mineral-based products, including bareMinerals SPF 15 Foundation.

Blodgett’s solid background in product development, including positions at Neutrogena and Max Factor, coupled with her predisposition to intuit what women want while foreseeing trends are key factors that continue to propel her success and ever-growing popularity. This instinctual drive led her to QVC in 1997 with the simple purpose to educate women about bareMinerals and our untraditional approach to bare-skin beauty. Undaunted by the obstacle of selling foundation on TV, Blodgett’s passionate approach and authenticity resonated immediately with women nationwide that were looking forhealthy makeup alternatives.

Thus, a makeup revolution was born and as word of mouth spread, so did Blodgett’s appeal. A renowned beauty expertsought-out by media sources on a global scale for her trademark style, Blodgett embodies a new level of infl uence. Blodgett “shuns the button-down, corporate approach of many of her peers, and speaks honestly-having long-ago checked her egoand pretense at the door.” – Women’s Wear Daily

Genuine to the core, Blodgett has been an advocate for community long before the advent of social media—personally responding to letters, emails and making house calls have been rituals from the beginning—and can be credited with spearheading a community-enabled approach; putting stock in the value of genuine, personal relationships and ultimately allowing women to have a much broader brand experience that is as much about a peer-to-peer community as it is about bareMinerals products.

In 2006, Blodgett took Bare Escentuals public in one of the largest cosmetic IPO’s in the last decade. Bare Escentuals is currently available in 29 countries with over 6,500 points of distribution, including more than 200 company-owned boutiques.

In 2012, Blodgett addressed Fashion Institute of Technology (FIT) graduates, her alma mater, and was awarded an Honorary Doctor of Humane Letters degree. In 2011, Blodgett joined the board of directors at Stella & Dot, the San Bruno-based accessories company that ranked 67 on the Inc. 500 list of fastest growing companies in 2010. Blodgett also serves on the board of Cosmetic Executive Women (CEW) and was the fi rst recipient of the organization’s Achiever Award in 2006 for her contributions to the industry.

A true testament to Blodgett’s infl uence on the cosmetic industry at large, in 2010, Bare Escentuals was acquired by Shiseido, the Japan-based leading global cosmetics company, for $1.8 billion making it one of the largest cosmetics mergers in history. Now, more than ever, Blodgett in her role of Executive Chairman is in position to fulfi ll her mission of bringing the company’s mineral-based products to even more women worldwide.

For press inquiries, contact:

Alison Reidareid@BareEscentuals.com415.489.5124

1994 – HELLO GORGEOUS. LESLIE BLODGETT JOINS BARE ESCENTUALS AS PRESIDENT AND CEO.

1995 – LESLIE LAUNCHES BAREMINERALS IN THE UNITED STATES.

1997 – IT’S SHOWTIME. LESLIE MAKES HER FIRST APPEARANCE ON QVC IN THE UNITED STATES TO INTRODUCE BAREMINERALS, WHICH SELLS OUT IN 6 MINUTES.

2000 – THE BE ADDICTS ONLINE FORUM IS CREATED.

2002 – FIRST BAREMINERALS INFOMERCIAL DEBUTS MAKING LESLIE A REGULAR PRESENCE IN HOUSEHOLDS ACROSS THE UNITED STATES.

2004 – LESLIE TAKES TO THE SEA WITH BARE ESCENTUALS FIRST CUSTOMER CRUISE.

2006 – LESLIE TAKES BARE ESCENTUALS PUBLIC IN ONE OF THE LARGEST COSMETIC IPO’S IN THE LAST DECADE.

2007 – LESLIE HITS THE ROAD WITH BARE ESCENTUALS INAUGURAL BUS TOUR ACROSS THE UNITED STATES.

2009 – LESLIE IS NAMED ONE OF THE “TOP ENTREPRENEURS OF THE DECADE: 2000-2009” BY INC. MAGAZINE.

2009 – SHE DOES IT AGAIN: BAREMINERALS MATTE SPF 15 FOUNDATION LAUNCHES AND WOMEN EVERYWHERE FALL IN LOVE WITH MATTE.

2009 – LESLIE JOINS FACEBOOK.

2010 – LESLIE IS NAMED EXECUTIVE CHAIRMAN, BARE ESCENTUALS. THIS SAME YEAR BARE ESCENTUALS BECOMES A PART OF SHISEIDO.

LESLIE THROUGH THE YEARS

NEW YORK TIMES

JUNE 12, 2011

COMMANDER IN HEELS

OWN NETWORK

SEPTEMBER 2012

CNN MONEY

DECEMBER 2012

MARIE CLAIRE @ WORK

SEPTEMBER 2012

BLOOMBERG BUSINESSWEEK

JANUARY 2012

WOMEN’S WEAR DAILY BEAUTY INC.

DECEMBER 2011

SAN FRANCISCO BUSINESS TIMES

APRIL 2011

SAN FRANCISCO CHRONICLE

SEPTEMBER 2011

Bare Escentuals CEO Leslie Blodgett wants her new cosmetic collection to be about more than making pretty faces. Page 7

S u n d ay, S E P T E M B E R 2 5 , 2 0 1 1

SHADES OF BEAUTY

The iS List: Street-smart lipsticksreference San Francisco. Page 3

INSIDE Fashion: The biggestspringtrend?Sorbethues. Page 8

Objects ofAffection:Fashion’s firstFulbright scholar.Page 4

Preview:Millinerwhips upGlamorama-readyfascinators. Page 9

San Francisco Chronicle and SFGate.com | Sunday, September 25, 2011 | N7

By Sarah AdlerCHRONICLE STAFF WRITER

Some might blush at theidea that makeup can makemuch of a difference, but notLeslie Blodgett, the force be-hind the Bare Escentuals min-eral cosmetics empire. Shebelieves beauty can change theworld, and she’s spearheadingthe San Francisco company’seffort to prove her point.

“Pretty is great, but it’smore of a fleeting thing, whilebeauty is putting things intoaction,” she said.

So when it came time topromote a new line of pressedeye shadows, Blodgett and herteam decided to take uncon-ventional action. Instead ofshowing dewy models inglossy advertisements, theydecided to hire spokesmodelsbased only on what they saidin interviews during a blindcasting session behind asoundstage wall, their voicespiped in on speakers with novisual cues.

“Bringing on models andactresses that we never sawuntil after they signed theircontracts is unheard of in ourindustry,” Blodgett said.Working with an advertisingagency, the company posedquestions to 271 models andactresses to learn their pas-sions, interests and values.After three days of interview-ing 78 finalists, five werehired.

The “Be a Force of Beauty”advertisements are scheduledto appear in print, on TV(network and cable) and on-line this fall. It has been com-pared to the 2004 Dove Cam-paign for Real Beauty, whichfeatured non-model women ina series of advertisements shotby British fashion photog-rapher Rankin.

“I have talked, touched,kissed and hugged manywomen over the years whomay not be considered model-quality,” said Blodgett. “Butthey are even more beautifulthan stereotypical ‘pretty’standards because they havesomething to say and are do-ing mega things and contrib-uting to society.”

Blodgett, who lives in Marinwith her husband, Keith, andwhose son, Trent, is a collegesophomore, has used her ownstory to connect with herlegions of fans, many of whombelong to dedicated sites onthe Web and travel long dis-tances to meet her when shemakes appearances at storesand events. Even her dog,Kiko, was named by fans.

Even though the 35-year-oldcompany — composed of BareEscentuals, Bare Minerals,Buxom and MD Formulations— was sold to Shiseido in 2010for $1.7 billion, Blodgett stillwrites personal thank-younotes to customers who sendher photos and letters for herwall of inspiration.

In fact, she said, it was theconstant pleas in those lettersand other conversations that

led to the company’s newcollection of Bare Minerals eyeshadows called Ready, usingsolid rather than the signatureloose minerals.

“We couldn’t just put eyeshadows in a pressed formjust for the ease oftransport,” she said.“We just weren’tready.”

The product devel-opment startedsourcing innovativeingredients and rawmaterials that would preservethe colors in solid form with-out chemical additives andpreservatives, which the com-pany shuns.

Blodgett’s husband, a stay-at-home dad, was the inspira-tion for one of the line’s mainingredients. An avid Italian

cook, he uses only cold-pressed olive oil for his dishes.Blodgett recalls watching himcook and wax poetic on thebenefits of cold-pressed oliveoil and took that idea back tothe lab, where the team exper-

imented. They discovered thatusing cold-pressed Germanborage oil in the eye shadowswould better preserve theintegrity of the ingredientsand help moisturize and con-dition the skin. Blodgett saysthat too often the beauty in-dustry recycles ideas, so she

encourages her team to “gooutside to see what the worldhas to offer.”

Blodgett was part of theresearch, and wears her line— donning a different lookeach day, though relying on

her go-to standards(Bare Minerals OriginalSPF15 medium beigefoundation, Aroundthe Clock midnighteyeliner, Buxom Brook-lyn lipstick mixed withBare Minerals Pretty

Amazing in Confidence) —something she has lived bysince joining the company 17years ago.

“We never want to cover upand mask who you are. Youdeserve to look like yourselfand never feel like there is anobstacle between you and the

rest of the world,” Blodgettsaid, referring to her signaturefoundation product, the min-eral-based Bare Minerals line,which doesn’t contain bindersor fillers and has won mul-tiple awards from beauty edi-tors and organizations.

“Once we got to the pointwhere Bare Minerals wasaccepted and could help wom-en be comfortable withoutwearing a mask — that theycould face the world in a natu-ral way — with this campaign,we can now take it one stepfurther,” she said.

Blodgett’s hope is that herindustry is ready for a cam-paign whose platform is tocreate a dialogue.

“We’re becoming part of amovement that is redefiningwhat it means to be beautiful,”said Blodgett, who says thatother than basic color correc-tion, the ads did not “obses-sively retouch” or airbrush theimages of the women. Agelines, puffy eyes and unevenwrinkles were deliberatelypreserved.

She wants to change theimages that women and soci-ety see.

“If we can put more empha-sis on who you are, what youdo and what you really looklike than on what you’re ‘sup-posed’ to look like, then may-be you’ll be more acceptingwhen you first meet anotherwoman.”

Blodgett says she is feelingempowered by the campaign.

“Being part of this cam-paign makes me want to be abetter person and push myselfeven further,” Blodgett said.“We are sensing that womenall over are feeling betterabout looking in the mirror,and that is a beautiful thing.”

E-mail Sarah Adler atsadler@sfchronicle.com.

Cover Story

HIDDEN BEAUTYBare Escentuals goes beyond the superficial by picking models

for its new eye shadow ad campaign sight unseen, based on voice-only interviews

Russell Yip / The Chronicle

Leslie Blodgett, the guiding light of Bare Escentuals, has legions of fans, many of whom have sent hercards, photos and letters that adorn the wall of her San Francisco office.

“We’re redefining what it meansto be beautiful.”

Leslie Blodgett, Bare Escentuals

THE GRAND FINALEA duo of the new Bare Minerals Ready

line of eye shadows are calledStanding O (left) and Climax.

THE DREAM SEQUENCEA quad of Ready eye shadows consists of(clockwise from left): 500 Thread Count,

Romp, Nightcap and Boudoir.

SHOWSTOPPERThis duo compact is part of thenew Bare Minerals eye shadow

line premiering this fall.

Sampling of the “RealBeauty” questionsasked during the cam-paign’s model cast-ing:

1What are three thingspeople don’t know

about you?

2 If you were packingfor a perfect island

vacation with the manof your dreams, whatone item would youneed to bring with you?

3Assuming moneywasn’t an issue, if

you were to give up yourjob and pursue anotherpassion for a year, whatwould you do and why?

4 If you had a timemachine, where

would be your firststop?

5 If you could put yourpersonal motto on a

T-shirt, what would itsay?

6What was the lastthing you Googled?

To read Blodgett’sresponses, go tosfgate.com/style

INC. MAGAZINE

JULY 2010

AMUSE (UK)

OCTOBER 2012

Beauty

She’s been credited with revolutionising the beauty industry with her bareMinerals brand of mineral-based make-up and regularly performs the splits on stage at company conferences so it’s pretty hard to believe that executive company chairman, Leslie Blodgett, 50, has ever felt intimidated by anyone. But it hasn’t always been thus.

When she started her career in Eighties New York Blodgett failed to get a job on a Christian Dior beauty counter: “I’d worn my best suit, but I don’t think I was sophisticated enough for them, at that time.” Even later on, she admits shopping online at Bergdorf Goodman as she was too scared to make it through the door. Now she has her own in-store s t y l i s t w h o l i n e s u p her favourite designers when she’s in town – Victoria Beckham, Stella McCartney and Alexander McQueen.

Just as it should be for a woman who singlehandedly took Bare Escentuals, then an ailing bath and body company with a slightly hippie ethos, to grossing around $7m a year in the mid-Nineties, to the powerhouse that went public just over a decade later with a turnover of $550 million. It was snapped up by Shiseido two years ago for $1.7 billion. From the start, she recognised the potential in the mineral-based make-up that the company offered as a sideline and ran with it. “I thought, ‘this is amazing, let me take this and turn this into a brand’.” And so bareMinerals was born.

She attributes much of her drive to her mother who brought up

her children (Blodgett is the middle of three) alone following a messy divorce. “She really pushed me. She wanted to make sure that I knew I could be independent of a man, that I had to make my own money and be successful. I was never good enough and I was always trying to please her. She would say horrible things like ‘you’re gonna be a waitress for the rest of your life if you don’t get your shit together!’ But if it weren’t for her doing that I don’t know what I’d be doing now.”

Indeed, in her own household, it’s Blodgett who is the breadwinner. Her husband Keith, a freelance programme maker, stopped working when their son Trent was born some 20 years ago. “We made a

deal before I got pregnant,” she explains, “that whoever had the good job was the one that was going to be working.” She does admit to early tensions, though: “Keith didn’t feel emasculated in any way, he loved what he was doing. I was always the one causing trouble. I became extremely envious that he got to see Trent every single day. And I would get mad…”

When she was head-hunted in 1994 to run Bare Escentuals, she was 31 and had been working in cosmetics development at Revlon and Max Factor before moving into marketing for Neutrogena’s haircare business. She hadn’t even heard of the company – there were only eight retail stores in the US as opposed to its current 200-odd – and her son was just a baby, but she took the risk and upped sticks from LA to San Francisco.

It was a hard slog but the pivotal moment came in 1997 when Blodgett’s bareMinerals became the first make-up brand to advertise on QVC and her products sold out in six minutes flat. The idea was

90 | AMUSE

BARE NECESSITIES

How do you turn a hippie bubble bath brand into a beauty powerhouse? Ask Leslie Blodge�

of bareMinerals says Stephanie Hirschmiller

‘My mother really pushed me. She’d say things like

“you’re gonna be a waitress for the rest of your life”’

Bareescentualsmarks inlatest.indd 90 20/09/2012 22:36

with a question which Blodgett answered personally – “I was excited to know one person was actually watching,” she laughed. The lady (who lived in the remote American Midwest) introduced her to the user forum – a precursor to our social media and she was hooked – constantly interacting with, and listening to, her customers. Those customers moved the forum off QVC and developed their own called B Addicts. “I’m telling you,” she says, “this company has evolved solely because of the connection with these women. It’s one thing to have a great product with no one using it, but here was a great product that people were using and were freakin’ ecstatic about.”bareMinerals READY SPF 20 Foundation launches in the UK on 1 October, exclusively at Selfridges and Selfridges.com

a result of her insomnia watching TV in the middle of the night when she couldn’t sleep with worry: “The only shows that were on were horror movies and QVC and I just thought, ‘let me see if I can get my make-up on the show’. I didn’t have money for advertising.”

Blodgett still professes to be something of an introvert when it comes to addressing an audience. “I was petrified for the first seven years on QVC, I felt sick every time. But that’s why I do dances onstage as I don’t get stage fright then,” she says by way of explanation for her motivational antics.

So what is the secret of her success? Word of mouth and personal engagement from the outset. A lady called QVC customer services

Beauty

AMUSEMAGAZINE.CO.UK | 91

Bareescentualsmarks inlatest.indd 91 20/09/2012 22:36

INC.COM

DECEMBER 2009

MEET LESLIE

WOMEN’S WEAR DAILY

JANUARY 2010

ÚßÍØ×ÑÒæ Ü·»­»´ ¬¿°­ ²»© ¿®¬·­¬·½ ¼·®»½¬±® º®±³ °«¾´·­¸·²¹ ©±®´¼ô °¿¹» îò

ÓÛÜ×ßæ ر´´§©±±¼ ¿©¿®¼­ ­¸±©­ ®¿³° «°

Ù·ª» �Û³ Ø¿´́ »Ñ­½¿®ó©·²²·²¹ ¿½¬®»­­ Ø¿´´» Þ»®®§ ·­ ­»¬ ¬± ¹·ª» ¿ ¾·¹

­½»²¬ô ©¸·½¸ ·­ ¼«» ·² Ú»¾®«¿®§ò Í»¬ ¬± ¾» ´¿«²½¸»¼ ·² ¿¾±«¬ ïêôðð𠳿­­ ³¿®µ»¬ ¿²¼ ³·¼¬·»® ¼±±®­ ·² ¬¸» ËòÍòô ¬¸» ´·³·¬»¼ »¼·¬·±² º®¿¹®¿²½» ½±«´¼ ¼± «°©¿®¼ ±º üïð ³·´´·±² ¿¬ ®»¬¿·´ò Ú±® ³±®»ô ­»» °¿¹» éò

ÉÉÜÚÎ×ÜßÇÞ»¿«¬§

Í»» ͸·­»·¼±ô п¹» è

ß Þ·¹ Ó±ª» ·² Þ»¿«¬§æ Í ·̧­»·¼± Ѻº»®­ üïòéÞ Ì± Þ«§ Þ¿®» Û­½»²¬«¿´­ Þ§ 묻 Þ±®² ¿²¼ Ó±´´§ Ю·±®

±º ®»½»²¬ §»¿®­ò˲¼»® ¬¸» ¬»®³­ ±º ¬¸» ¬»²¼»® ±ºº»®ô ©¸·½¸

­¬±½µ °®·½» ¼«®·²¹ ¬¸» ´¿­¬ ¬¸®»» ³±²¬¸­ô ¿²¼ ¿ íçòç °»®½»²¬ °®»³·«³ ±ª»® ¬¸» ½´±­·²¹

ÓÛÒ�Íæ

­°±®¬­©»¿® ¬¿µ»­ ­°±¬´·¹¸¬

˱³±ô

ÞÛßËÌÇæ

º®¿¹®¿²½»ô ½¿´´»¼ ˲¬·¬´»¼ô

°¿¹» êò

è ÉÉÜô ÚÎ×ÜßÇô ÖßÒËßÎÇ ïëô îðïð

̸» Þ»¿«¬§ λ°±®¬

ݱ²¬·²«»¼ º®±³ °¿¹» ±²»

©·´´ ¾¿½µ ¬¸» ±ºº»®ò ß³±²¹ ¬¸» ­¸¿®»¸±´¼»®­ô Þ»®µ­¸·®» ﮬ²»®­ ÔÔÝ ¿²¼ ½»®¬¿·² ©¸·½¸ ¸±´¼ ¿¾±«¬ ïê °»®½»²¬ ±º ±«¬­¬¿²¼·²¹ ½±³³±² ­¬±½µô ¸¿ª» ¿¹®»»¼ ¬±

¬¸» ¼»¿´ò ײ ¿¼¼·¬·±²ô Þ¿®» Û­½»²¬«¿´­ ½¸·»º »¨»½«¬·ª» Ô»­´·» Þ´±¼¹»¬¬ô ©¸± ¸±´¼­ ê °»®½»²¬ ±º ¬¸» ©±«´¼ »¨½¸¿²¹» ìð °»®½»²¬ ±º ¸»® ­¬¿µ» ·² »¨½¸¿²¹» º±® ¿² «²¼·­½´±­»¼ ·²¬»®»­¬ ·² ͸·­»·¼±ò

̸» ¿½¯«·­·¬·±² ©±«´¼ ¾» ±°»®¿¬»¼ ¿­ ¿ ­»°¿®¿¬» ¼·ª·­·±² ±º ͸·­»·¼± ¿²¼ ·¬­ ¾«­·ó²»­­ ©±«´¼ ¾» ³¿²¿¹»¼ ¾§ ¬¸» ½«®®»²¬ ®±­¬»® ±º »¨»½«¬·ª»­ô ´»¼ ¾§ Þ´±¼¹»¬¬ô ©¸± ·­ »¨°»½¬»¼ ¬± ®»°±®¬ ¬± ̱µ§± ¸»¿¼¯«¿®¬»®­ò

̸» ¼»¿´ ·­ °®»¼·½¿¬»¼ ±² ½±³¾·²·²¹ ¬¸» ­¬®»²¹¬¸ ±º ͸·­»·¼±�­ ¹´±¾¿´ ¼·­¬®·¾«¬·±² ®»¿½¸ô °¿®¬·½«´¿®´§ ·² ß­·¿ô ¿²¼ ·¬­ °®±©»­­ ·² ®»­»¿®½¸ ¿²¼ ¼»ª»´±°³»²¬ ©·¬¸ Þ¿®» Û­½»²¬«¿´­� ¼±³·²¿²½» ·² ¬¸» ­¬·´´ó¸±¬ ³·²»®¿´ ³¿µ»«° ¬®»²¼ ¿²¼ ·¬­ »¨°»®¬·­» ·² ³¿®µ»¬·²¹ ¿½®±­­ ¿´´ ®»¬¿·´ ½¸¿²²»´­ò

�̸·­ ¿½¯«·­·¬·±² º«®¬¸»® »²¿¾´»­ ͸·­»·¼± ¬± ³±ª» ¬±©¿®¼ ±«® ¹±¿´ ±º ¾»½±³·²¹ ¿ ¹´±¾¿´ °´¿§»® ®»°®»­»²¬·²¹ ß­·¿ô ©·¬¸ ·¬­ ±®·¹·²­ ·² Ö¿°¿²ô� ­¿·¼ ͸·²¦± Ó¿»¼¿ô °®»­·ó¼»²¬ ¿²¼ ½»± ±º ͸·­»·¼±ò �É» ¸¿ª» µ²±©² ¿²¼ ¿¼³·®»¼ Þ¿®» Û­½»²¬«¿´­� »¨½»´´»²¬ ¬»¿³ ¿²¼ ¬¸»·® ¿½¸·»ª»³»²¬­ º±® ¿ ´±²¹ ¬·³»ô ¿²¼ ´±±µ º±®©¿®¼ ¬± ¬¸»·® ½±²¬®·¾«¬·±² ¬± ±«® ½±³¾·²»¼ ¹®±«°ò ̸» ±°»®¿¬·±²¿´ ¿²¼ º«¬«®» ¹®±©¬¸ °®±­°»½¬­ ³¿µ» ¬¸·­ ¿² »¨½»´´»²¬ ¬®¿²­¿½¬·±² º±® ±«® ½«­¬±³»®­ô »³°´±§»»­ ¿²¼ ­¸¿®»¸±´¼»®­ò�

Þ´±¼¹»¬¬ô ©¸± ¶±·²»¼ Þ¿®» Û­½»²¬«¿´­ ¿­ ½»± ·² ïççìô ¹®»© ¬¸» ½±³°¿²§�­ ­¿´»­ ¬± üëëê ³·´´·±² ¾§ îððèô º®±³ ¿¾±«¬ üì ³·´´·±²ò ß ¬±¬¿´ ±º èë °»®½»²¬ ±º ¬¸» ½±³°¿²§�­ ­¿´»­ ¿®» ·² ¬¸» ËòÍò

�× ½±«´¼²�¬ ¾» ³±®» °´»¿­»¼ ¬± ¾» ¶±·²·²¹ º±®½»­ ©·¬¸ ¬¸» ¬»¿³ ¿¬ ͸·­»·¼±òòòò̱¹»¬¸»® ©·¬¸ ͸·­»·¼±ô ©» ´±±µ º±®©¿®¼ ¬± ¾®·²¹·²¹ ±«® ³·²»®¿´ó¾¿­»¼ ¾»¿«¬§ °®±¼ó«½¬­ ¬± »ª»² ³±®» ©±³»² ©±®´¼©·¼»ô� Þ´±¼¹»¬¬ ­¿·¼ò

Þ¿®» Û­½»²¬«¿´­ ¸¿­ ¾»»² ¿¬ ¬¸» º±®»º®±²¬ ±º ¬¸» ¼·­¬®·¾«¬·±² ·² ¬¸» ËòÍò ¾»¿«¬§ ®»ª±´«¬·±²ô ½±³¾·²·²¹ ³·¼³¿®µ»¬ ­°»½·¿´¬§ ­¬±®» ½¸¿·²­ ­«½¸ ¿­ Í»°¸±®¿ ¿²¼ Ë´¬¿ ©·¬¸ ¿ ­¬®±²¹ ÌÊ ­¸±°°·²¹ ½±³°±²»²¬ ¿²¼ ¿ ¼»°¿®¬³»²¬ ­¬±®» ¿²½¸±®ò ׬ ¿´­± ±°»®ó¿¬»­ ·¬­ ±©² ­¬¿²¼ó¿´±²» ¾±«¬·¯«»­ò

̸» ¿½¯«·­·¬·±² ·­ »¨°»½¬»¼ ¬± ©·¼»² ͸·­»·¼±�­ ½«­¬±³»® ¾¿­» ¿²¼ »¨¬»²¼ ·¬­ °®±¼«½¬ ®»¿½¸ ·²¬± ³·²»®¿´ ½±­³»¬·½­ô ¹·ª·²¹ ͸·­»·¼± ¿ º±±¬¸±´¼ ·² Þ¿®» Û­½»²¬«¿´­� µ»§ ½¸¿²²»´­ô ·²½´«¼·²¹ ÌÊ ®»¬¿·´·²¹ ¿²¼ ¬¸» ײ¬»®²»¬ò ׬ ·­ ¿´­± »¨°»½¬»¼ ¬± ­¬®»²¹¬¸ó»² ͸·­»·¼±�­ °®»­»²½» ·² Û«®±°» ¿²¼ ß­·¿ò ײ ¿¼¼·¬·±²ô ¬¸» ¼»¿´ ©±«´¼ °®±ª·¼» ¬¸» ³¿µ»«° ¾®¿²¼ ©·¬¸ ¹®»¿¬»® ¿½½»­­ ¬± Ö¿°¿²ô ¿­ ©»´´ ¿­ ±¬¸»® º¿­¬ó¹®±©·²¹ ß­·¿² ³¿®óµ»¬­ô ­«½¸ ¿­ ݸ·²¿ò Þ¿®» Û­½»²¬«¿´­ ·­ ¬¸» ²«³¾»®ó±²» ³¿µ»«° ¾®¿²¼ ±² ÏÊÝ ËòÍò ¿²¼ Ö¿°¿²ô ¿½½±®¼·²¹ ¬± ¬¸» ½±³°¿²§ò

͸·­»·¼± ·­ ´·µ»´§ ¬± ±ºº»® Þ¿®» Û­½»²¬«¿´­ ¿ °´¿¬º±®³ ¬± ¾®±¿¼»² ·¬­ °®±¼«½¬ ¿­ó­±®¬³»²¬ ¾»§±²¼ ³·²»®¿´ ³¿µ»«° ¿²¼ º±«²¼¿¬·±² ·² ¿ ³±®» ³»¿²·²¹º«´ ©¿§ò Ѳ» ±º ¬¸» ½¸¿´´»²¹»­ º¿½·²¹ ¬¸» º¿­¬ó¹®±©·²¹ ½±³°¿²§ ·­ ¬¸» ²»»¼ ¬± ³±ª» ¾»§±²¼ ·¬­ ¾®»¿µ¬¸®±«¹¸ ³·²»®¿´ º®¿²½¸·­»ò Þ´±¼¹»¬¬ ¸¿­ ±º¬»² ¾»»² ¿­µ»¼ ¾§ ¿²¿´§­¬­ ©¸¿¬ ¬¸»

½±³°¿²§�­ ²»¨¬ ·²²±ª¿¬·±² ©·´´ ¾» ¿º¬»® ³·²»®¿´ º±«²¼¿¬·±²­ò λ½»²¬´§ô ­¸» ­¿·¼ ¬¸» ½±³°¿²§ ·­ ©±®µ·²¹ ±² ½®»¿¬·²¹ ²»© ¾®¿²¼­ò ̱ ¬¸¿¬ »²¼ô ¬¸» ½±³°¿²§ ¸¿­ ­°«² ±ºº ·¬­ Þ«¨±³ °´«³°·²¹ ´·° ¹´±­­ ·²¬± ¿ ­¬¿²¼ó¿´±²» ¾®¿²¼ò

Þ«¬ ¿ ­³¿´´ °»®½»²¬¿¹» ±º ¬¸» ½±³°¿²§�­ ½«®®»²¬ ½«­¬±³»®­ «­» ·¬­ ´·° ¿²¼ »§» °®±¼«½¬­æ íé ¿²¼ îî °»®½»²¬ô ®»­°»½¬·ª»´§ô ¿½½±®¼·²¹ ¬± ¬¸» ·²ª»­¬±® °®»­»²¬¿ó¬·±² ·² Ò±ª»³¾»®ò Ѳ» ±º ·¬ ´¿¬»­¬ ­¬®¿¬»¹·½ ·²·¬·¿¬·ª»­ ´¿­¬ §»¿® ©¿­ ¿² ¿¹¹®»­­·ª» °®±¼«½¬ ­¿³°´·²¹ °®±¹®¿³ ¬± »²¬·½» ½«­¬±³»®­ ¬± ¬®§ ·¬­ ½±´±® ½±­³»¬·½­ò ̸» ½±³ó°¿²§ °´¿²­ ¬± µ»»° °¿½» ©·¬¸ ¬¸¿¬ »ºº±®¬ ¬¸·­ §»¿®ò

Ѳ» ±º Þ¿®» Û­½»²¬«¿´­� ¹®»¿¬»­¬ ¿­­»¬­ ·­ ©·¼»´§ ­»»² ¿­ ·¬­ ½»±ò Þ´±¼¹»¬¬ ­¸«²­ ¬¸» ¾«¬¬±²ó¼±©²ô ½±®°±®¿¬» ¿°°®±¿½¸ ±º ³¿²§ ±º ¸»® °»»®­ò ͸» ¿´­± ¼®·ª»­ ¬¸» ½®»ó¿¬·ª» ¼·®»½¬·±² ±º ¬¸» ½±³°¿²§ô ·²½´«¼·²¹ ·¬­ «°½±³·²¹ô ·®®»ª»®»²¬ ¿¼ ½¿³°¿·¹² �λ¬¸·²µ ɸ¿¬ Ó¿¬¬»®­ò� Ø»® ¸«³±® ®»­±²¿¬»­ ¬¸®±«¹¸±«¬ ¬¸» ½±³°¿²§ò Ý¿­» ·² °±·²¬æ ß² ±°»²·²¹ ­´·¼» ¬± ¿ ®»½»²¬ ·²ª»­¬±® °®»­»²¬¿¬·±² ®»¿¼ô �Ù±·²¹ Þ¿®»ò É» ¼± ²±¬ ´·ª» ¾§ ¬¸» ®«´»­ò É» ¸¿ª» ±«® ±©²ò�

ײ Ö«²»ô ¼«®·²¹ ¿ Ïúß ¸±­¬»¼ ¾§ ݱ­³»¬·½ Û¨»½«¬·ª» ɱ³»²ô Þ´±¼¹»¬¬ ©¿­ ¿­µ»¼ ¸±© ¬¸» ©±«´¼ ­«½½»»¼ ·² ¸»® ¿¾­»²½»ò ͸» ­¿·¼ Þ¿®» Û­½»²¬«¿´­� ­«½½»­­ ·² Ö¿°¿² ¿²¼ ¬¸®±«¹¸±«¬ Û«®±°» � ©¸»®» ­¸» ·­ ²±¬ ¿­ ©»´´ µ²±©² ¿²¼ ¿¼±®»¼ ¾§ ½«­ó¬±³»®­ � ©¿­ »ª·¼»²½» ¬¸¿¬ ¬¸» ¾®¿²¼�­ ¸»¿®¬¾»¿¬ ©¿­ ²±¬ ¬·»¼ ­¬®·½¬´§ ¬± ¸»®ò

Þ´±¼¹»¬¬�­ ³¿²¿¹»³»²¬ ­¬§´» ½±²¬®¿­¬­ ©·¬¸ ¬¸» ­¬±·½ ¿²¼ °®¿¹³¿¬·½ ¿°°®±¿½¸ ±º

͸·­»·¼±ò͸·­»·¼±ô ©¸·½¸ ¹»²»®¿¬»¼ üéòë ¾·´´·±² ·² îððçô ¸¿­ ¿ ­¬®±²¹ ½±²½»²¬®¿¬·±² ·²

­µ·² ½¿®»ô ·²½´«¼·²¹ ¬¸» ³¿·² ͸·­»·¼± ¾®¿²¼ò ׬­ ±¬¸»® ¾®¿²¼­ ·²½´«¼» Ý´7 ¼» л¿« Þ»¿«¬7 °®»³·«³ ³¿µ»«°ô Ý¿®·¬¿ ­µ·² ½¿®»ô ¬¸» Ò¿®­ ³¿µ»«° ¿®¬·­¬ ¾®¿²¼ô Ʊ¬±­ °®±º»­­·±²¿´ ¸¿·® ½¿®» ¿²¼ ¬¸» º®¿¹®¿²½» ­«¾­·¼·¿®§ Þ»¿«¬7 Ю»­¬·¹» ײ¬»®²¿¬·±²¿´ô ©¸·½¸ ·²½´«¼»­ º®¿¹®¿²½»­ ¾§ ×­­»§ Ó·§¿µ»ô Ö»¿² п«´ Ù¿«´¬·»® ¿²¼ Ò¿®½·­± α¼®·¹«»¦ò ̸»®» ¿´­± ·­ ¬¸» ß«°®»­ ½±´±® ½±­³»¬·½­ ¾®¿²¼ »­¬¿¾´·­¸»¼ ·² ݸ·²¿ô ¿²¼ ¬¸» «°­½¿´» ×°­¿ ¾»¿«¬§ ¾®¿²¼ò

ß´³±­¬ ìð °»®½»²¬ ±º ͸·­»·¼±�­ îððç ­¿´»­ ©»®» ¹»²»®¿¬»¼ ±ª»®­»¿­ � ·¬ ·­ ·² éð ½±«²¬®·»­ � ·²½´«¼·²¹ ·² ݸ·²¿ô ©¸»®» ͸·­»·¼± ½±«²¬­ ·¬­»´º ¿­ ±²» ±º ¬¸» ¬±° ¬¸®»» ¾®¿²¼­ ¬¸»®» ¿²¼ »´­»©¸»®» ·² ß­·¿ò

ײ îððèô ͸·­»·¼± µ·½µ»¼ ±ºº ¿ ³¿¶±® °´¿² ¬± ³¿µ» ·¬ ¿ ¹´±¾¿´ °´¿§»®ò ß ¬±«¹¸ °®·½» ©¿® ·² Ö¿°¿²ô ©¸»®» ͸·­»·¼± °±­·¬·±²­ ·¬­ °®±¼«½¬ ·² ¬¸» ³·¼³¿®µ»¬ô ­°»´´»¼ º¿´¬»®ó·²¹ º±®¬«²»­ò ß­·¿ ѽ»¿²·¿ ©¿­ ¬¸» ¾»­¬ °»®º±®³»® ±ª»®­»¿­ô ©·¬¸ ­¿´»­ «° é °»®½»²¬ò ײ ݸ·²¿ô ͸·­»·¼± ¸¿­ ¿ ­¬®±²¹ ­¸±©·²¹ ¿²¼ ¿²¬·½·°¿¬»­ ½±²¬·²«»¼ ¹®±©¬¸ò ׬ °´¿²­ ¬± ®»·²º±®½» ·¬­ ³¿µ»«° ´·²»­ º±® ¼»°¿®¬³»²¬ ­¬±®»­ ¬¸»®»ô ¿²¼ »¨°¿²¼ ·¬­ ­°»½·¿´¬§ ­¬±®» ²»¬©±®µ º±® ½±­³»¬·½­ ·² ݸ·²¿ò

Þ±ºß Ó»®®·´´ Ô§²½¸ ¿½¬»¼ ¿­ ¿¼ª·­»® º±® ͸·­»·¼±ô ¿²¼ ͸»¿®³¿² ú ͬ»®´·²¹ ÔÔÐ ¿²¼ Ó±®· Ø¿³¿¼¿ ú Ó¿¬­«³±¬± ­»®ª»¼ ¿­ ¶±·²¬ ´»¹¿´ ¿¼ª·­»®­ò Ù±´¼³¿²ô Í¿½¸­ ú ݱò ¿½¬»¼ ¿­ ¿¼ª·­»® ¬± Þ¿®» Û­½»²¬«¿´­ô ¿²¼ α°»­ ú Ù®¿§ ÔÔÐ ­»®ª»¼ ¿­ ´»¹¿´ ¿¼ª·­»®ò

͸·­»·¼± ·² Þ·¼ ¬± ß½¯«·®» Þ¿®» Û­½»²¬«¿´­

͸·²¦± Ó¿»¼¿

Ô»­´·» Þ´±¼¹»¬¬

׬»³­ º®±³ Þ¿®» Û­½»²¬«¿´­ò

�× ½±«´¼²�¬ ¾» ³±®» °´»¿­»¼ ¬± ¾» ¶±·²·²¹ º±®½»­ ©·¬¸ ¬¸» ¬»¿³ ¿¬ ͸·­»·¼±ò � � Ô»­´·» Þ´±¼¹»¬¬ô Þ¿®» Û­½»²¬«¿´­

ELLE MAGAZINE

MARCH 2008

GLAMOUR MAGAZINE

OCTOBER 2008

WOMEN’S WEAR DAILY

JUNE 2009

WOMEN’S WEAR DAILY

MAY 2008

NEW YORK TIMES AD THURSDAY STYLES

MAY 28, 2009

The advertising experts tell us that people don’t read lots of copy. I really hope not because this cost a fortune.

Maybe you’ve heard of us. If you have, It’s Most lIkely because soMeone told you

about us. We aren’t the type to swing from chandeliers to get noticed (although we do have a fondness for chandeliers— they appear in every one of our boutiques). You also won’t find us hiring celebrities to speak for us. Don’t get us wrong, we love famous people, but we just don’t feel we need to pay them to talk about our products.

Back to the reason for this letter. We are the people behInd ,

the greatest Makeup on the planet. WoMen often tell us that our products

have changed theIr lIves. We love hearing this and believe it based on all the awesome emails we receive.

We are pretty Much experts on the subject of skIn. our foundatIon Is the Most

popular product of theM all. It has Won a gazIllIon aWards, and MIllIons of

WoMen use It. We’re really proud of our products and how they perform. If you want a foundation that gives you stunning skin and feels like your bare skin—

is for you.

We do love our products, but we love our customers more. This note is also a big thank you to all the women that believe in us. It’s all about keeping it real, sharing stories and meeting with women one-on-one at our boutiques, Sephora, Ulta, and some department stores. We think if you try for yourself, you will be amazed at how really incredible it is. If you don’t believe us, ask someone you know. In fact, we’ve found that many dental hygienists use our products. Next time you’re getting your teeth cleaned, just ask her.

Anyway, we just wanted to tell you that we’re here, We have the best products

for your skIn, and we really care about making women happy. Thanks for reading this long thing. My husband was convinced you wouldn’t read this far (and he’s not even an ad exec).

And if you’re ever in San Francisco, maybe we can chat over a cup of coffee. I’m not kidding. Call our main office line at 415-489-5000. Generally Hilda answers the phone.

Lots of Love,

Leslie Blodgett CEO Of BarE EsCEntuals