Drew Barrymore, Wal-Mart, Beauty
Drew Barrymore confirmed last week that she will be launching her own cosmetics line, Flower, in partnership with Wal-Mart. The line is set to launch in January 2013.
"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," Barrymore 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."
An executive from the Maesa Group, which is producing Flower cosmetics, described the makeup as "true luxury at mass. Once we identified this white space, we thought to ourselves, you know what, we should tackle this. We should build the best color cosmetics brand that we can."
The timing couldn't be better as Drew's CoverGirl contract expires in January. She will be able to giver her full attention to Flower. "It was really my sole project, and I don't want to do things where I am just checking in and out," she said. "I really do everything at infinite percent."