BareMinerals: Ditch & Apologize for the Sexist Campaign Signs
  • Petitioned Bare Escentuals Public Relations Department

This petition was delivered to:

BareMinerals by Bare Escentuals
Bare Escentuals Public Relations Department
BareMinerals by Bare Escentuals
Bare Escentuals Customer Service Department

BareMinerals: Ditch & Apologize for the Sexist Campaign Signs

    1. Sara Alcid
    2. Petition by

      Sara Alcid

      Washington, DC

  1.  
  2.   
May 2013

Victory

We’re HAPPY to report that within just a few hours of launching the petition yesterday morning, BareMinerals contacted Sara, Collective Action for Safe Spaces and Stop Street Harassment to let us know that they will NOT be using the signs again. We held a phone call with BareMinerals later yesterday evening, and we were pleased with their genuine regret at having promoted sexual harassment and trivialized women runners.

The following sums up their response:

“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."

We want to take a moment to thank the BareMinerals team for showing a commitment to women’s concerns, particularly those regarding their freedom from street harassment and sexual objectification. In an act of showing BareMinerals and other companies like it that women respond positively to marketing decisions that value them, we encourage you to send a tweet:

Dear @BareMinerals: Thank you for listening to women’s concerns & taking #streetharassment seriously! bit.ly/18uq73x #fem2 #endSH

Most importantly, we want to send a huge thanks to everyone who helped tweet and petition to send our message. Your support and activism are the very core of our mission, which holds that — together — we can collectively prevent street harassment (including a culture that normalizes it) and create safe spaces for all.

At the Nike Women's Half Marathon in DC on April 28th, 2013, BareMinerals by Bare Escentuals enlisted a group of fraternity brothers to hold up inappropriate and sexist signs to promote their Go Bare Tour of America. Signs that say "You Look Beautiful All Sweaty," "Hello Gorgeous" and "Cute Running Shoes" have no place at women's running races becase they trivialize women's athleticism and echo the street harassment that women endure each day. 

 

 

UPDATE 5/1/13, 3:45pm: BareMinerals notified us that they will no longer use the sexist, pro-street harassment signs on their #GoBare Tour of America. 

BUT IT'S NOT OVER YET. We want a formal apology and a promise not to degrade women runners or support street harassment and objectification. Please keep petitioning, Tweeting and sharing!

 

 

The admiration and respect that I have for the 15,000 women that ran in the Nike Women’s Half Marathon held in DC this past weekend is immeasurable.

I was on the sidelines cheering on my best friend’s mom and aunt as they crossed the finish line arm in arm.

But on my way to see them at the finish line, I passed by a fleet of fraternity brothers cheering on runners with You Look Beautiful All Sweaty,” “Hello Gorgeous,” and “Cute Running Shoes” signs. I had to do a double-take.

I was appalled and outraged that the athletic endurance and personal triumph of the 15,000 women runners were being trivialized by these objectifying and sexist signs.

It turns out the signs are part of BareMinerals by Bare Escentuals’ “Go Bare” campaign and tour of America.

A few of the fraternity brothers noticed my shocked look and held up large posters with their phone numbers written on them. The cherry on top, really.

Running a half marathon is an empowering act of strength and motivation and has absolutely nothing to do with how you look, including how “beautiful” a group of random fraternity brothers on the sidelines think you look when you’re “all sweaty.” Women do not run for male approval of their sweatiness.

It’s hard enough for women to feel safe, secure and comfortable running in their own neighborhoods to train for half marathons in the first place. Street harassment is a real and scary part of many women’s daily runs, as well as their commutes to work and trips to the grocery store.  Much of the street harassment that we experience is centered around our looks, especially men’s opinions of them. Women’s bodies are the subjects of public commentary and conversations—both in the media and on the street.

The “Go Bare” campaign signs, held by Bare Escentuals’ very own team of “DC fraternity boys” (their phrasing, not mine) are tools of street harassment.

They’re simply sugar coating and romanticizing the street harassment with pretty, professionally printed signs and free makeup at the finish line.

Would we see these signs at a men’s half marathon? No.

Along with trivializing the runners’ admirable strength and drive, these signs represent a gateway to sexual harassment and assault, like all street harassment does.

Because when men publically provide commentary on women’s bodies and beauty—and when it is so publically condoned, like it was at the Nike Women’s Half Marathon, street harassment is normalized and women’s bodies become invitations for unwanted judgment and non-consensual interaction.

“Street harassment -- both in DC and elsewhere -- is a serious and pervasive problem that limits women’s mobility and access to public spaces,” said Renee Davidson, Communications Director of Collective Action for Safe Spaces (CASS), a grassroots group working to prevent sexual harassment and assault in DC. “Our website collects local stories of street harassment, and we regularly hear from women that they are afraid to run or exercise outdoors as a result of the leering and catcalling they receive from strangers. Public sexual harassment is part of a larger rape culture; it occurs on a continuum and can lead to more violent crimes like rape and assault. BareMinerals needs to know that while sexual harassment has always been deemed an inconvenience, it's also a crime, and it needs to be given zero tolerance rather than exploited as a marketing tool to sell makeup."

Street harassment is never okay and the last thing we need is sugar coated and corporate sponsored street harassment.

Join me in urging Bare Escentuals to drop their offensive and problematic campaign slogans from future stops on their Go Bare Tour of America.

And follow up with a Tweet:

Dear : Issue a formal apology to  wmn for your sexist campaign signs at    

(Follow @SaraAlcid and @SafeSpacesDC for updates.)

Recent signatures

    News

    1. VICTORY! BareMinerals Ditches Sexist, Pro-Street Harassment Campaign

      Sara Alcid
      Petition Organizer

      Collective Action Success! BareMinerals Ditches Sexist, Pro-Street Harassment Campaign | Collective Action for Safe Spaces

      This weekend, DC resident Sara Alcid was appalled and outraged when she went to cheer on friends at the Nike Women's Marathon in DC and saw groups of men holding sexist signs commenting on the women runner's looks and clothing.

    2. Reached 500 signatures
    3. UPDATE: BareMinerals Agrees to Ditch Sexist Signs, BUT IT'S NOT OVER YET

      Sara Alcid
      Petition Organizer

      We want a formal apology and a promise not to degrade women runners and support street harassment and objectification. Please keep tweeting and sharing!

      Twitter / bareMinerals: .@SafeSpacesDC @SaraAlcid ...

      @SafeSpacesDC @SaraAlcid We hear you and we are sorry 2 have caused offense during the #GoBare tour, we are not using the signs again.

    4. Reached 250 signatures

    Supporters

    Reasons for signing

    • Lyndsay Hersikorn WINNIPEG, CANADA
      • over 1 year ago

      This is appalling. Women are not objects and this campaign is so disrespectful.

      REPORT THIS COMMENT:
    • Susan Stillman VIENNA, VA
      • over 1 year ago

      Boys behaving badly should not be encouraged by people who want to sell to women. I say boycott the products. I will.

      REPORT THIS COMMENT:
    • Tama Chibi TOKYO, JAPAN
      • over 1 year ago

      Really, Bare Escentuals? Why would this even seem like a good idea? For whatever reason it seemed like a good idea to pay these men to do this, it is terribly off-putting. I'm not one of your customers, but my aunt is, and I will be passing this on to her.

      This is no guerrilla campaigning. This is poorly vetted advertisement that'll lose more consumers than it gains.

      REPORT THIS COMMENT:
    • Janet Veri CLEAR CREEK, CANADA
      • over 1 year ago

      Because you can't take on street harassment by yourself.

      REPORT THIS COMMENT:
    • Julia Niemczynowska MONTREAL, CANADA
      • over 1 year ago

      As someone who wanted to be a runner but feels unsafe after having been heckled, cat-called and even chased on one occasion by a man who was 'just interested in running with me and get to know me' - I will not be objectified for being healthy, I'm not out to be pretty - but to get some exercise. Male athletes don't get this kind of treatment. Time for some respect and equality!

      REPORT THIS COMMENT:

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