- Diab to head up health and wellness at Walmart
- Walmart expanding small store fleet based on fresh- and pharmacy-driven growth
- Dr. Smith's Diaper Rash Ointment
- Sluggish sales at Walmart, profit outlook lowered
- Family Dollar elevates Jason Reiser to chief merchandising officer; president and COO Michael Bloom departs
NEW YORK — It’s official. Actress Drew Barrymore — through a collaboration with Maesa, a creator and manufacturer of beauty products — is launching her new Flower cosmetics line in Walmart.
The new collection is comprised of 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 to 2012), Barrymore has a true passion for makeup. Flower encompasses her favorite cosmetics that she's used throughout her career.
"Today, too many women overpay for quality makeup or make a unnecessary extra trip to a department store to purchase their cosmetics," stated Carmen Bauza, VP 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."
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, the company stated. The result: This saved revenue allows Flower to spend two to three times more on formulation and packaging than the average mass market brand, resulting. Flower is manufactured in the United States and not tested on animals