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San Francisco-based beauty brand BareMinerals connects with its loyal global customer base via a range of original, natural products that allow each wearer’s personal style to shine through. So when the company approached JSD, it wanted this ethos to be reflected in a new uniform for the beauty counter staff who promote BareMinerals across the UK. The brief was to create a single piece that would have instant stand out recognition for customers, something missing in the existing workwear.

It’s a hit! All the beauty counter staff are wearing the uniform in their own personal style. They look great. We love it.

National Education Manager, BareMinerals

Our role was to capture the spirit of the BareMinerals brand and to allow the personality of each employee to shine through in a single garment. The client stipulated a casual denim-influence shirt and the JSD designer created a design that allows everyone (95% of staff are female) to put their own interpretation on how they wear this shirt and not to be ‘masked’ by the uniform.

Previously, there was no consistency and staff had no pride in what they wore. Working to brand guidelines from the US parent company, the JSD in-house design team visited a BareMinerals store before creating mood boards to show trends, shapes, details, finishings and colour palettes.

The client next selected what worked best with its brand: a light blue chambray tunic-length shirt for women that can be worn every which-way and always over a black base, with personalised accessories. For men, there is a similar casual shirt with a concealed buttoned-down collar, plus the same smart styling and brand details. Most important, these shirts link all those who wear them, whatever their ethnicity, size, shape and age – and are designed to make staff feel good about themselves.

The neutral shade in the BareMinerals branding was picked out for the golden stitch detailing on the shirt, for the front pocket logo and the company’s strapline on the back yoke. The natural wood-look buttons also reflect the ethos of the brand. Mock pockets were stitched down at the client‘s request, to create that ‘American girl’ look.

At the wearer trials that JSD ran in the BareMinerals flagship Covent Garden store, staff loved experimenting with different ways of wearing the shirt, to reflect their own individuality. Customers loved it, too. Feedback was that they all looked great, and the new uniform was signed off for launch.

No two employees wear the shirt-tunic in the same way; everyone brings his or her own interpretation to the piece. Some wear it open, over a tiny black T-shirt. Some button it to the neck. It’s all about how they want to interpret their own personal style and what makes them feel good – which makes it totally on brand for BareMinerals!

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