ARE you just another pretty face? Or are you truly beautiful? A new campaign from the mineral cosmetics company Bare Escentuals hopes women will realize that the former is not enough.

“Pretty,” says an actress in a commercial for the campaign, “is what you are. Beauty is what you do with it.” The theme for the campaign is “Be a Force of Beauty.”

“We can all be pretty, but beauty is an action,” said Leslie Blodgett, the executive chairman of Bare Escentuals. “Hopefully it’s a rally cry for ‘Don’t just be pretty and sit there and get your picture taken and do nothing.’ ”

Simon Cowell, the chief marketing officer of Bare Escentuals, said the company realized there was an audience it had not yet reached through its boutiques, wholesale partners or the use of home shopping networks like QVC. “We need to talk to them about our brand before they show up at one of our counters,” Mr. Cowell said.