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New cosmetics line blooms at Walmart

Flower is the name of a new proprietary cosmetics line developed by Walmart in conjunction with Drew Barrymore and cosmetics manufacturer Maesa.

The new brand is positioned as offering department store quality at mass market prices and consists of 181 products in the eye, face, lip and nail categories with prices ranging from $4.98 to $13.98.

"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 , VP 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 value."

The new line will be manufactured by Maesa, a company founded in 1997 that also produces products for Victoria's Secret, Saks Fifth Avenue, Zara, Elizabeth Arden, KMart, L’Oreal, Ralph Lauren and Kohl’s.

Through what Maesa calls a revolutionary business model, the new Flower brand features products formulated and packaging designed at the same level as prestige brands. The company was able to achieve a high level of product quality because Drew Barrymore is an owner of the brand and will be actively involved in promotional efforts therefore saving advertising costs. As a result, the 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, according to the company.

"Drew has brought her passion and knowledge of premium cosmetics to Flower," said 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."