Drew Barrymore, Walmart and Maesa Launch Premium Cosmetics Line
FLOWER focuses on luxury brand quality at an affordable price;
Portfolio consists of eye, face, lip and nail products ranging from $4.98 to $13.98
NEW YORK, Jan. 14, 2013 /PRNewswire/ -- Women no longer have to spend a lot of money to get the quality cosmetics they want and deserve. Today, Drew Barrymore, Walmart and Maesa announced the launch of FLOWER, an exclusive cosmetics line custom formulated with the same quality ingredients found in department store luxury brands, but sold for a fraction of the 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), Drew 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 make-up 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."
After 15 years in business, Maesa, a leading 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. "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 make-up to mass."
Through a revolutionary business model, FLOWER has formulated products and designed packaging at the same level as prestige brands. As an owner of the brand, Drew 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 result: 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.
FLOWER is proudly manufactured in the USA and never tested on animals.
Wal-Mart Stores, Inc. (NYSE: WMT) helps people around the world save money and live better – anytime and anywhere – in retail stores, online, and through their mobile devices. Each week, more than 200 million customers and members visit our 10,400 stores under 69 banners in 27 countries and e-commerce websites in 10 countries. With fiscal year 2012 sales of approximately $444 billion, Walmart employs more than 2.2 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. Additional information about Walmart can be found by visiting http://corporate.walmart.com, on Facebook at http://facebook.com/walmart and on Twitter at http://twitter.com/walmartnewsroom. Online merchandise sales are available at http://www.walmart.com and http://www.samsclub.com.
Maesa creates and manufactures exclusive beauty products. By combining creativity, entrepreneurial vision and proprietary resources, Maesa designs, develops and manufactures private label and exclusive brands for retailers as well as packaging and turnkey products for beauty brands. With expertise in branding and design, engineering, product development, manufacturing and logistics, Maesa specializes in fine fragrances, color cosmetics, personal care, home fragrance as well as primary and secondary packaging. Maesa's main customers include Victoria's Secret, Wal Mart, Saks Fifth Avenue, Zara, Elizabeth Arden, K Mart, L'Oreal, Ralph Lauren and Kohl's. Founded in 1997, Maesa has annual revenues of $120 million. With offices in New York, Los Angeles, Paris and Hong Kong Maesa employs over 250 team members worldwide. MAESA ENGINEERING BEAUTY www.maesa.com
SOURCE Wal-Mart Stores, Inc.