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
NEW YORK, Jan. 14, 2013
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
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 developmentand 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.
For more information on FLOWER visit www.walmart.com/flower. Fans can join the
beauty conversation on Twitter at Twitter.com/Flowerbeautyand on Facebook by
visiting its FLOWER Beauty page.
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/walmartand on Twitter at
http://twitter.com/walmartnewsroom. Online merchandise sales are available at
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.
Contact: For Maesa/Flower Beauty inquiries: Emmy Brooks,
Emmy@BrodStrategies.com; For Walmart inquiries: Sarah Spencer,
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