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
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
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!