Drew Barrymore to launch line of color cosmetics

Hollywood star Drew Barrymore is set to work with cosmetics company Maesa on a new line named Flower, to be sold exclusively at Wal-Mart and set to go on sale in January 2013.

A shrewd businesswoman as well as one of Hollywood's biggest names, Barrymore was previously a spokesperson for Lancôme and knows the beauty market well. As the cofounder of Flower Films with Nancy Juvonen (now married to talk show host Jimmy Fallon), Barrymore produced the Charlie's Angels films, 50 First Dates, and cult hit Donnie Darko. Now, after five years as the face of the CoverGirl cosmetics brand, she's setting up her own label with Maesa.

The people at the center of the news were keen to stress that this was not just another endorsement deal. "This is not a celebrity brand," Scott Oshry of Maesa told WWD. "This is a brand that was built by business people that have a passion for this particular segment of the market. Drew is an owner and one of the founders of a new color cosmetics line."

Flower's beauty selection will range in price from US$4.98 to US$13.98 (RM15.20 to RM42.70) with 70 facial, 44 eye, 51 lip and 16 nail products. Face products contain a proprietary botanical-driven "soft focus complex" to amplify your skin's glow. Flower will be packaged in white and rose gold -- "it's so luxurious, but also approachable," added Oshry.

A multi-year deal has been hammered out between the different parties, with industry sources estimating that Flower will generate $50 million in first-year retail sales. The products will be stocked in 1,509 Wal-Mart doors from January as well as online at walmart.com.