Attention, all you Drew Barrymore fans: Rumors started swirling back in October that the actress and new mom was launching a color cosmetics line, and now it’s confirmed. Barrymore will debut her new makeup range, Flower, this January.
Barrymore has dabbled in beauty for years now, having been a face of CoverGirl since 2007 and Lancome prior to that. The beauty biz obviously rubbed off on her. She’s gone full tilt into a multi-year agreement with Wal-Mart, according to WWD.
But unlike many a celeb product line, Barrymore has done much more than just license her name and lend her famous face. The actress actually co-owns the line with design and manufacturing firm Maesa Group, and is said to be involved in every step of the process.
"I don’t want to sit there and hope it works out," Barrymore told the trade. "I want to be in the middle, in the mix, making sure it works out."
So what exactly will a Drew Barrymore makeup line look like? Flower, which is also the name of her production company, is being positioned as a “luxury at mass market” line. According to Carmen Bauza, the vice president of beauty and personal care at Wal-Mart, Flower has the potential to resonate with that beauty holy grail, the “aspirational” customer.
To that end, the products are going to be custom-made and contain many of the same fancy ingredients that traditional luxury products do. So how are they going to get away with selling it at Wal-Mart prices? No expensive ad campaigns and no huge sales force. Because it’s an exclusive deal with Wal-Mart, Flower will use Drew Barrymore’s popularity (they’re betting she’s still a fan fave, though we’re a bit skeptical), social media, and Wal-Mart’s “reach” to market it. So the budget that would have gone into advertising instead went into the formula.
It’s a pretty complete range. Packaged in white with rose gold tags, the 181-piece line will sell for $4.98 to $13.98. Maesa senior director Petra Tucker-Moss told WWD that the BB cream is a “true” one, meaning that it contains actual treatment ingredients rather than just being a glorified tinted moisturizer. We also like the sound of the Ultimate Mascara, which Barrymore said was inspired by that 80s staple, Maybelline Dial-a-Lash. You can actually change the shape of the brush depending on if you need volume or lengthening.
It sounds like this might be the beginning of a Drew Barrymore reinvention. "I'm going to see, especially as a new mom, where my life is headed," she told WWD. "This is real right now. It really does have my time and focus."
Will you wear Drew Barrymore makeup?