After being the spokeswomen for Lancome from 2004 to 2005 and the co-creative director at P&G Co.’s Cover Girl, Drew Barrymore will soon launch her own color cosmetic brand, named Flower. The upcoming Spring 2013 Flower Collection will feature eye, lip and nail products but the star products will be Flower’s Ultimate Mascara, Powder Up loose powder and its BB cream.
“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.
Ultimate Mascara has three settings for the brush, so users can choose to enhance lashes’ length, thickness or curl — or all three. “If you are feeling thickening one day, just leave it [the brush] scrunched. If you just want lengthening, leave it long, but if you want that amazing, grab it, clump it, thicken it, brush-out quality, you move the wand around,” said Drew.
U.S. Launch Date – January 2013 exclusively at Wal-Mart
Flower 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.
If you are curious about the packaging let me tell you that Flower’s products are encased in white and rose gold. The white color was chose because its happy, clean and unintimidating while the rose gold it’s luxurious but also approachable.