The rumors are true. American actress, film director, screenwriter, producer, model and just about every occupation under the sun Drew Barrymore is venturing into a new direction and it appears to be the beauty industry.
Since 2007, Drew Barrymore has been the face of Cover Girl and as the contract comes to an end this January it has been confirmed by WWD that she will be collaborating on a brand new make-up collection with Wal-Mart.
The 181-piece cosmetics line is to be released in January 2013 under the same name as Barrymore’s production company Flower. However, contrary to popular belief, Barrymore will not be the face of the product line but will be involved as co-owner with design and manufacturing firm Maesa Group.
The collaboration is said to be “true luxury at mass,” which is a great assessment since prices are to be ranged from $5 - $14. In fact, in order to produce high-quality products at such an affordable price, Flower is completely skipping a marketing campaign. The line is relying solely on Drew Barrymore’s fame, Wal-Mart’s reach, social media, and good old fashion word-of-mouth.
Packaged in rose-gold and white, the collection includes 70 products for the face, 44 for eyes, 51 for lips, and 16 for nails. Flower is to be sold exclusively at Wal-Mart and available online this January 2013. Now only time will tell whether this venture sinks or swims. God knows Sephora is sucking us all dry – this affordable alternative could be the answer to all our prayers.