Drew Barrymore, Walmart and Maesa Launch Premium Cosmetics Line

Mon Jan 14, 2013 5:00pm EST

* Reuters is not responsible for the content in this press release.

For best results when printing this announcement, please click on the link


FLOWER focuses on luxury brand quality at an affordable price;
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.  

(Photo:   http://photos.prnewswire.com/prnh/20130114/DA41564 )

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 development and 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/Flowerbeauty and on Facebook by
visiting its  FLOWER Beauty  page. 

About Walmart  
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/walmart and on
Twitter at  http://twitter.com/walmartnewsroom. Online merchandise sales are
available at  http://www.walmart.com and  http://www.samsclub.com.

About Maesa
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. 

SOURCE  Wal-Mart Stores, Inc.

For Maesa/Flower Beauty inquiries:  Emmy Brooks, Emmy@BrodStrategies.com; For
Walmart inquiries:  Sarah Spencer, Sarah.Spencer@wal-mart.com

Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.