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Barrymore's Flower Line Launches at Walmart

Posted: January 15, 2013

As previously reported by GCI magazine, Drew Barrymore, Walmart and Maesa announced the launch of Flower, an exclusive cosmetics line custom formulated with the quality ingredients found in luxury brands, but sold for a lower price. The portfolio consists of more than 181 eye, face, lip and nail products ranging from $4.98 to $13.98, and will be available in more than 1,500 Walmart stores and on Walmart.com by the end of January.

Actress, producer, director and former co-creative director of her own CoverGirl campaign (2007–2012), Barrymore has a true passion for makeup. Flower encompasses Drew's favorite cosmetics that she's used throughout her career. She comments, "I have grown up in a makeup chair. I loved watching women in this aspirational environment. But it was and always will be important to me to send messages of empowerment. And on a business level, I wanted to give women the finest formulas. They deserve to have that level of quality, and I wanted to be the brand that delivers that to them."

"Today, too many women overpay for quality makeup or make a unnecessary extra trip to a department store to purchase their cosmetics," said Carmen Bauza, vice president of beauty and personal care at Walmart U.S. "This partnership will save our customers time and money. Flower is the premium cosmetics line our customers have been asking for and is the newest addition to Walmart's broad assortment of beauty products that help women feel beautiful at a great value."

Maesa, a creator and manufacturer of exclusive beauty products, is ushering in a new era with the launch of Flower. "Drew has brought her passion and knowledge of premium cosmetics to Flower," Petra Tucker-Moss , senior director of product development and marketing at Maesa, says. "Her first-hand knowledge of luxury cosmetics allowed Drew and Maesa to collaborate and develop a makeup line that delivers on its promise of bringing premium quality makeup to mass."

Through an innovative business model, Flower has formulated products and designed packaging at the same level as prestige brands. As an owner of the brand, Barrymore takes pride in promoting Flower, which in turn allows the company to put all of its money into the formulations and packaging, and not into advertising.