Drew Barrymore to launch color cosmetics line

Hollywood actress Drew Barrymore has announced she is launching a colour cosmetics line in collaboration with design and manufacturing company Maesa Group. The range – Flower – will enter 1,509 Wal-Mart doors in January.

Barrymore has long been involved with the beauty industry, having been a spokeswoman for Lancôme from 2004-2005 and co-creative director of P&G’s Cover Girl since 2007.

Scott Oshry, president at Maesa described the range as: “True luxury at mass. Once we identified this white space, we thought to ourselves that we should tackle this. We should be the best colour cosmetics brand that we can be.” Summing up the decision to target Wal-Mart customers, Barrymore said: “We want to be in people’s hands.”

Carmen Bauza, vice president of beauty and personal care at the retailer commented: “I have made it my mission to address the biggest miss in Wal-Mart’s assortment – aspirational, prestige product. Mass has been pretty much doing the same thing over and over again. Flower could be different, and what a great marriage for all three businesses to come together and put something out there that’s so accessible and great for customers. The formulas are absolutely incredible, the packaging is incredible.”

Flower will sell across 181 units including 70 in the face category, 44 in eye, 51 in lip and 16 in nail.