Private Label Buyer

Walmart Officially Announces Flower

January 15, 2013

As previously reported by PLBuyer, Walmart, Drew Barrymore, and Maesa, a leading creator and manufacturer of exclusive beauty products, have teamed up to create an exclusive cosmetics line named FLOWER. On Tuesday, the mass merchandiser officially announced the launch of the line expected to be on par with department store luxury brands. However, the more than 181 eye, face, lip and nail products range from only $4.98 to $13.98.

"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., in a statement. "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 promotes FLOWER, which allows the company to put all of its money into the formulations and packaging, and not into advertising. Walmart claims this saved revenue allows FLOWER to spend two to three times more on formulation and packaging than the average mass market brand, resulting in “high-performing, premium make-up of the highest quality at a price women can afford.”

"I have grown up in a make-up chair," Barrymore said in the release. "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."

Products include Ultimate Mascara with three settings to create your perfect length, thickness and curl, Color Play Crème Eyeshadow, Ready, Set, Glow! Blush-Bronzer Duo, Lip Service Lip Butter,and Nail'd It Nail Lacquers. Products are manufactured in the U.S. and never tested on animals.

The line is expected to roll out in1,500 Walmart stores by the end of January. To see the full line visit