Eva Mendes turns hand to colour cosmetics

The products have been created to appeal to the varying needs of a multicultural market

US retailer Walgreens and cosmetics manufacturer Maesa have collaborated with actress Eva Mendes on a range of colour cosmetics called Circa.

The products have been created to appeal to the varying needs of a multicultural market, with shades designed to work across the lightest and darkest of skin tones together with high-performance formulations, rich pigments and innovative technologies, at mass market price points, ranging from $8-$15. The product portfolio encompasses eye, lip and face, with 133-skus in total.

According to an official statement, the launch 'supports Walgreens desire to increase accessibility to well-priced, diverse, specialty beauty offerings'. The range boasts 'custom architectural packaging with an extensive range of both trend-driven and timeless shades'.

"I've been involved with the beauty industry for a long time and wanted to help create a cosmetic line that could reach a wide variety of women – when Maesa approached me, I knew that opportunity had arrived," said Mendes, Creative Director. "As a Latin woman, it was important to me that we create a line of products that work for all women and is accessible without compromising quality."

"Our customers are continually searching for quality products at an affordable price, and we're thrilled to offer Circa as part of our ever-expanding portfolio," said Shannon Curtin, Group Vice President for Walgreens personal care and beauty. "This collaborative cosmetics line is bringing the Walgreens shopper the slice of luxury she's looking for at a price point she values."

Circa will launch in top-selling Walgreens beauty doors across the US, as well as Walgreens.com and drugstore.com, from late February.

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