American actress Drew Barrymore is set to unveil her first make-up line, designed exclusively for Walmart at the end of this month. Created in partnership with French contract manufacturer Maesa, Flower includes a comprehensive line-up of products consisting of over 181 eye, face, lip and nail products ranging from $4.98 to $13.98.
As owner of the brand, Barrymore, who was the face of Procter & Gamble's mass make-up brand Covergirl between 2007-2012, claims to have formulated and packaged Flower products at the same standard as prestige brands. According to the brand, two to three times more has been invested into formulation and packaging compared with the average mass market brand, resulting in higher-performing affordable products.
"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, vp of beauty and personal care at Walmart US. "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."
The range will hit 1,500 Walmart stores around the US as well as Walmart.com at the end of January.