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Walmart’s New Flower Power

December 14, 2012
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Women’s Wear Daily reports Drew Barrymore will launch a new cosmetics line, ‘Flower,’ at 1,509 Wal-Mart stores in January. She co-owns the Flower colorWalmart cosmetics brand with design and manufacturing firm Maesa Group.

This is Walmart’s first foray into an exclusive celebrity beauty partnership, something CVS/pharmacy stores took on with Salma Hyak in 2011. Barrymore has dabbled in beauty in the past, having been a face of CoverGirl since 2007 and Lancome prior to that.

Scott Oshry, president, partner and board member at Maesa, described the line as “true luxury at mass,” and Barrymore told WWD the reason for the partnership with Walmart was “We want it to be in people’s hands.”

According to vice president of beauty and personal care at Wal-Mart stores, Carmen Bauza, Flower fills “the biggest miss” in Wal-Mart’s assortment: “aspirational, prestige product. Mass has pretty much been doing the same thing over and over again,” she told WWD.

According to WWD, 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. 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.
 

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