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Saturday, December 15, 2012

Drew Barrymore launches Flower color cosmetics at Walmart

A huge thanks to reader Jane and others for the heads-up about this one. Drew Barrymore is set to release a line of cosmetics at Walmart called Flower, and I've got the details for you today:

 Photo by Donato Sardella
Source: WWD.com
 Drew Barrymore launches Flower cosmetics exclusively at Walmart

Keep reading for all the details plus another photo of the line...

The following are excerpts from the original WWD article (which you can read in full here). I bolded the parts that I found particularly interesting...
In a Hollywood career spanning more than three decades, Barrymore wasn’t content to stay in front of the camera, but progressed to producing and directing, piling up behind-the-scenes credits under the mantle of her production company Flower Films — and she’s following the same trajectory in the beauty business. After a stint from 2004 to 2005 as a spokeswoman for Lancôme, Barrymore enlarged her role in beauty at Procter & Gamble Co.’s Cover Girl, where she’s been a face and co-creative director since 2007, and is now taking it a step further by launching Flower, a color cosmetics brand she co-owns with design and manufacturing firm Maesa Group that will enter 1,509 Wal-Mart doors in January.

With Flower, Maesa and Barrymore have committed to transforming the landscape of the beauty industry by offering what Scott Oshry, president, partner and board member at Maesa, described as “true luxury at mass. Once we identified this white space, we thought to ourselves, you know what, we should tackle this. We should build the best color cosmetics brand that we can,” he said.

Flower will be housed in four-foot sections and endcaps at Wal-Mart stores exclusively. It will be available online at walmart.com, too.

Flower will sell 181 stockkeeping units priced from $4.98 to $13.98, including 70 in the face category, 44 in eye, 51 in lip and 16 in nail. The face products contain a proprietary botanical-driven “soft focus complex” to amplify skin’s glow. Maesa emphasized that the formulas are custom-made at the same price as those used in luxury products, meaning the firm spends two to three times what a typical mass beauty marketer does on each product.

Tucker-Moss said Flower’s BB cream is a “true BB cream.” “It is not the new version, which is really a marketing twist. They are tinted moisturizers,” she said. “Ours is an actual treatment cream that addresses everything from blemishes to enlarged pores.” Talking about Powder Up, she continued, “Our loose powder is quadruple milled. Only one factory — ours — has the machine to physically do it. It’s only been at prestige. It’s never been seen at mass before.”

Barrymore elucidated that Ultimate Mascara is a modern take on Maybelline Dial-a-Lash, a favorite makeup product of hers from the Eighties that allowed users to adjust how much mascara they wanted to put on. Ultimate Mascara has three settings for the brush, so users can choose to enhance lashes’ length, thickness or curl — or all three. “If you are feeling thickening one day, just leave it [the brush] scrunched. If you just want lengthening, leave it long, but if you want that amazing, grab it, clump it, thicken it, brush-out quality, you move the wand around,” she said.

 Photo by Donato Sardella
Source: WWD.com
 Flower cosmetics

I can't tell you how refreshing it is to hear someone (besides us) acknowledge that the current crop of drugstore BB creams are really just tinted moisturizers, and that THIS BB cream will be a true BB cream. This makes me want to get my grubby little hands on it ASAP.  Thoughts?

Thanks again, Jane and others, for the heads-up about this new line!

55 COMMENTS:

  1. I love Drew! I will def being looking into these and giving them a try!

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  2. Can't wait! And finally feel redeemed! All this talk of BB Creams lately and I just never "got" it. Was unimpressed so I will be interested in this. Plus always ready to try a new lippy! Thanks!

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  3. I look forward to finding these and trying them out.

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  4. Sounds terribly interesting.. let's hope they are as nice as they say.

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  5. This sounds interesting, I liked some of the movies Drew has been like Titan A. E., Never Been Kissed, and of course E. T. from my childhood days when she was a kid, but a cosmetics line? Nyu? I wonder if the BB Cream will be good on sensitive skin since I was thinking about something for pores and old marks. But the eyes, lips, and nails interest me the most, especially nails! :3 I hope it comes to Florida, especially the Super WalMart near me like Hard Candy did!

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  6. Fascinating. I'm interested in the BB cream and the powder. I hope it's as good as it all sounds!

    I'm pretty sure there are more than 1,509 Walmarts, though, right?? My Walmart never has ANYTHING fun.

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  7. Cant wait to see and try out these products! They sound perfect!

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  8. Wow. Their marketers said all the right things. I'm really interested to find out if the products are as good as they say they are. If so, this will be awesome. I really like the packaging!

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  9. This sounds like a really promising line! Hopefully my Walmart begins to carry it!

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  10. ...well they had me sold on two words "TRUE BB CREAM"...well actually that's three but who's counting! Not crazy about the packaging from the looks of it but loving that it's going to be mass market and at a reasonable price!

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  11. I am SO excited for this! I've always wanted to try a (real) BB Cream! And a new brand of polishes wouldn't hurt either... ;)

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  12. This stuff looks really nice...and it sounds like she really knows her stuff. I'm pretty excited for this. I wish we knew which Walmarts they'd be in!

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  13. Hmmm...this is definitely testing my no-Walmart policy.

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  14. The packaging looks very nice, clean and streamlined. I can't wait to try the BB cream. I hope it will be a success. I love Drew!

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  15. I can't wait for these to come out then! If the products are as good as she describes them!

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  16. Really excitd about seeing some new WNW and especially this line! Thank you so much for sharing! :) MERRY CHRISTMAS

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  17. I'll believe it when I see it LOL! Not going to get myself excited until I see some actual product reviews.

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  18. If this BB cream is to treat blemishes, does that mean it will be even more drying than the ones that are out there already? I don't understand the BB cream thing.

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    Replies
    1. Wait what? Why do ingredients that treat blemishes have to be drying? No, real bb creams don't contain salocyic acid or acne fighting properties, but ingredients that lighten hyper pigmentation, acne scars, discoloration, etc

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  19. I give Drew mad props for knowing that most of the BB creams out there are really just tinted moisturizers!

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  20. A true BB Cream easily available in the US? Sign me up!!

    I just adore Drew and how her look has evolved. I will be eagerly awaiting what her new company will be offering!

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  21. CAN'T WAIT! I love Drew Barrymore and the BB Cream and mascara sounds so cool! I can't wait to see the brush--sounds intriguing!

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  22. I'll wait to read reviews but would love to try a true BB cream that doesn't cost an arm and a leg. I have enough tinted moisturizers!

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  23. I can't wait to see what colors the nail polish will be.

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  24. Replies
    1. My guess is that since they didn't mention it, it most likely is not cruelty free. But, if you want to know for sure, just do some research on Maesa Co. Thats what I am about to do right now.

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  25. I am so happy for Drew... I can't wait to support her company. I can't wait to try the blushes... #fingerscrossed

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  26. I'm completely interested in this line, but not crazy about the fact that it's going to be at Walmart. I feel like some of the other collaborations they've done (I'm thinking the Miley Cyrus clothing line in particular) while good looking and creative, tend to be poor quality. From the article above, it does sound like they are making sure quality will be good, though. So we will see, and I will definitely be looking! Also, as for the cruelty free thing, I would love to know that too! Drew Barrymore strikes me as the type who would require it, but we will see I guess.

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  27. Sad, they didnt mention ANYTHING about the brand being cruelty free :(

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  28. How exciting!! I love Drew Barrymore! <3

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  29. Given Drew's supposed stance with being socially progressive, I'm surprised it's sold in Walmarts and again, no cruelty free mentions. I'm intrigued by the true BB cream but am waiting to see that it has only 3 shades so I'll be excluded. ,Anne I'm in a bad mood, but the packaging looks odd. I'd hope for a bit more from Drew. The price points seem a little high ($13) for drugstore.

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    Replies
    1. Physician's Formula and Neutrogena costs the same... so do some of the newer Lo'real and revlon products (at least in my area). 1 Revlon lip butter cost me $9.08. And a Revlon kissable stain was $10.50... so lol idk

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  30. I just asked the cruelty free question on their Facebook page. But as they have a China location listed for their interests, I doubt if is, which is a bummer for me. I am trying only to use cruelty free cosmetic products and there are plenty around to choose from, thank goodness.

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  31. http://www.maesa.com/prod/page.php?id=7&savoir=4

    I see no mention of being cruelty-free, and you know if they were they'd advertise it. I also don't see any logos from groups that give their approval of cruelty-free companies, such as the "happy bunny." Just MHO. I'll wait & see on this brand.

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  32. Wow...they had me at "quadrupled milled" and "'soft focus complex' to amplify skin’s glow." I will definitely be paying careful attention to reviews once this line launches--I doubt it'll be available at my local Walmart (bc it doesn't even carry Hard Candy) so I would have to order it.

    I'm personally hoping that I'll be able to even wear this stuff to try out--I just figured out I've developed an irritation to some popular ingredients in cosmetics. Hopefully, an ingredients list online will be provided too.

    Drew Barrymore looks so pretty in that photo.

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  33. I'm pretty curious about this but I think I'll wait to I see some swatches and reviews before buying it. The BB cream sounds pretty impressive.

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  34. I love Drew Barrymore! She's my favorite actress!! I can't wait to try these items!!

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  35. The packaging looks rather bleh, and our local Walmart beauty aisles always looks like a typhoon hit them, but I will keep an eye out for these products. They do sound interesting. I have to say I have become addicted to the Nuance products I've tried (mostly skincare) and maybe this will be kinda like that.

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  36. I am curious and especially happy that it will be at walmart. Easily accessible and inexpensive pricing.

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  37. I'm so incredibly excited for this line!! (:

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  38. I ABSOLUTELY agreed with your last comments: "I can't tell you how refreshing it is to hear someone (besides us) acknowledge that the current crop of drugstore BB creams are really just tinted moisturizers". The "BB Cream" label is just a big marketing scam (in fact, so much so that I did a looong blogpost about it recently..just got fed up of all the hype!). Unfortunately there are still lots of consumers out there who are easily fooled. You'll be surprised how many girls here in Asia still think a BB cream is somehow "better" for their skin than a tinted moisturizer or foundation.

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  39. Love her words about the BB cream! I hope this line will come to Canada too.

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  40. I adore Drew (my fellow Piscean!). I can't wait to try out the BB Cream and various other tid bits. Very excited for this.

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  41. I love what I read, but the packaging seems unfortunate!

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  42. I made a little joke in one of my posts by saying probably one of the lip products would be named "Never Been Kissed" since it would make sense! Maybe for that color she wore for the final kiss scene in the movie that she wore? If I remembered when I had sight it was a bit of a blood red or a mauve? It would be cute!

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  43. Wonder when we will actually see it in stores.I am so excited.Maybe I can find department store quality with drugstore prices.Can't wait to try it.

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  44. I am very curious to find out how the lines BB Cream works. I don't like to shop at Walmart, but I may make an exception if the line gets great reviews.

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  45. I just checked this out on Walmart.com and...If I designed a makeup line, this is exactly how I would do it! Now to see if the products live up to their hype; I'm REALLY hoping so!

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  46. I just found it at my walmart. I pickup three Nail Lacquer. The lipstick have a fragrance to them so did not get them. The Nail lacquer were $4.98 and the lip were $6.98. Not bad.

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  47. I was in walmart today. I went to the makeup to give a little look. What did i see Flower Beauty by Drew Barrymore. I pick up three nail lacquer price $4.98 in Go with the flow Er, the color is a nice nude. Then i got April shower the color is a Dark green color. The last color was Venus fly trop the color is a Dark blood red. The lip stick, lip blam and lip gloss the color were nice but for me they had a fragrance. The price were $6.98. They also had the mascara and eye liner. I id not see any thing else. It was on a end cap. O yes I'm in NJ!

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  48. I hope there is a foundation for my super fair skin!! I can't wait!

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