Drew Barrymore is the latest celebrity to be launch her own brand, and here’s our first look at her debut make up brand “Flower,” a colour cosmetics brand she she co-owns with the Maesa Group that will enter 1,509 Wal-Mart doors in January. Sharing with WWD who revealed the news today:
“I think, if you really care about things, then you just naturally get involved. I don’t want to sit there and hope it works out. I want to be in the middle, in the mix, making sure it works out,” said Barrymore. “It is almost an uncontrollable desire to be one of the people who is creating. Maybe it is just a type of personality. I can’t sleep at night. I care.”
The collection described as “true luxury at mass” is going to be exactly that when it starts to roll out around the country in Wal-Mart. They say ‘mass’ has been doing the same thing over and over again, and Flower is different.
Flower will be housed in four-foot sections and endcaps at Wal-Mart stores exclusively. It will be available online at walmart.com, too and 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.
The majority of Flower’s products are encased in white and rose gold packaging with the not one star product but several with Barrymore picking out her three favourites; the Ultimate Mascara, Powder Up loose powder and its BB cream.
Barrymore’s ambassador role with Covergirl finishes at the end of January so there’s no conflict of interest and now with baby Olive’s arrival the new mum has a lot to juggle, sharing she wasn’t sure what her filmmaking future holds:
I’m going to see, especially as a new mom, where my life is headed. It is an interesting precipice for me of how do I want to live the rest of my life. I know what I’ve done up until this point. If you look, I haven’t been working at the same pace recently because I’ve been doing it for 36 years. Your priorities continue to shift and change,” she said “All other things come and go. This is real right now. It really does have my time and focus.”
Now I wonder if we’re going to see her as the face of the campaign? I hope we see some flowers in the campaign!
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Category: Glossy News