Drew Barrymore To Launch Flower Cosmetics
[ENTER] Miss Barrymore.
The stage is set for another actress to enter the cosmetics scene. This time it’s Drew Barrymore and we’re not talking another cosmetics contract with which to flaunt her pretty face. This time the actress is creating her own beauty brand to be dubbed Flower (after her production company Flower Films.)
Flower cosmetics is set to be a joint venture with design and manufacturing firm Maesa Group, and will include skincare and face products, lip and nail color, and eye makeup all priced neatly between $4.98 and $13.98 — an extremely thrifty price point for products comparable to “custom made” luxury products.
According to a recent article in WWD, the idea is to “transform the landscape of the beauty industry by offering what Scott Oshry, president, partner and board member at Maesa, described as “true luxury at mass. We should build the best color cosmetics brand that we can.” That means high-end formula’s, colors, and packaging.
Unable to play favorites, Petra Tucker-Moss, senior director, product development and marketing at Maesa, extolled the virtues of the the entirety of the collection, “We are a line of star products. There is not one item we compromised on.” but she couldn’t help but hail Flower’s BB cream.
“Flower’s BB cream is a ‘true BB cream‘… [not a] tinted moisturizers.” she said. “Ours is an actual treatment cream that addresses everything from blemishes to enlarged pores.” She also raved about Flower’s loose face power Powder Up, and their Ultimate Mascara, a modern take on Maybelline’s Dial-a-Lash.
As for the multi-tasking Barrymore’s involvement, “I think, if you really care about things, then you just naturally get involved. I don’t want to sit there and hope it works out. I want to be in the middle, in the mix, making sure it works out,” the actress told WWD. “It is almost an uncontrollable desire to be one of the people who is creating. Maybe it is just a type of personality. I can’t sleep at night. I care.”
Flower cosmetics will be available exclusively at Walmart stores and at Walmart.com.