Women’s Wear Daily is reporting that Drew Barrymore is set to launch her highly anticipated cosmetics line, “Flower,” in the coming months at Wal-Mart.
It’s been an exciting 2012 for Barrymore, fresh off the heels of her June wedding to art consultant, Will Kopelman, and recent birth of daughter Olive in October. Now Barrymore is preparing for the release of “Flower” cosmetics, which also similarly shares the name of Barrymore’s production company, Flower Films.
This is certainly not Barrymore’s first foray into makeup by any means, who has served as Covergirl’s brand spokesman since 2007 and who also co-directed television commercials during this time. Barrymore also had a brief stint with esteemed makeup company, Lancome.
According to Just Jared, this will however be Barrymore’s first take on launching her own cosmetics line with French manufacturer Maesa Group, and the line will be exclusively sold at Wal-Mart retailers.
The Flower line was exclusively developed for Wal-Mart, who is reportedly anxious to bring “true luxury at a mass.”
According to vice president of beauty and personal care at Wal-Mart stores, Carmen Bauza, Flower fills a necessary void at Wal-Mart, that of the “aspirational, prestige product. Mass has pretty much been doing the same thing over and over again,” she said.
The vision for Flower is to be something daring and different, merging the chasm between the exclusivity of high-end luxury cosmetics, at affordable mass-produced prices and at a well-known mass retailer, like Wal-Mart. “What a great marriage for all these three businesses to come together and put something out there that’s so accessible and so great for customers. The formulas are absolutely incredible. The packaging is incredible,” said Bauza.
Flower is set to be the fist makeup brand exclusively created for Wal-Mart, with Women’s Wear Daily estimating Flower cosmetics to generate “$50 million in first-year retail sales.” However, instead of the traditional corporate model of spending approximately 20-30 percent of costs on advertising, such funds will be re-channeled into spending it on Flower’s high end formula, “strictly equivalent to what prestige brands are spending,” said founder and chief executive officer of Maesa.
Barrymore’s exclusive Flower makeup line will feature aesthetic, white and rose gold packaging, with the line set to include mascara, loose powder and BB cream among other products in its lineup.
Inquistr readers: Are you excited for Barrymore’s new brand venture, or do you think launching a makeup collection at Wal-Mart is contrary to Barrymore’s hippie dippie image?