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DEERFIELD, Ill. — Walgreens is launching an exclusive masstige color cosmetics line in collaboration with actress Eva Mendes.
Walgreens is launching an exclusive masstige color cosmetics line in collaboration with actress Eva Mendes.
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The drug chain said Friday that the new line, called CIRCA, is designed to address the varied needs of the multicultural market, with shades designed to work with the lightest and darkest of skin tones.
Overall, the CIRCA collection features 133 SKUs, including cosmetics for the eyes, lips and face.
Plans call for CIRCA to launch in "top-selling Walgreens beauty doors" nationwide, as well as on Walgreens.com and drugstore.com, starting in late February, according to the retailer.
"Our customers are continually searching for quality products at an affordable price, and we’re thrilled to offer CIRCA as part of our ever-expanding portfolio," Shannon Curtin, group vice president of Walgreens personal care and beauty, said in a statement. "This collaborative cosmetics line is bringing the Walgreens shopper the slice of luxury she’s looking for at a price point she values."
The products were developed for Walgreens by Maesa, a company that specializes in private label and exclusive brands for retailers.
"Once people start using the products, they will be amazed with the quality and become devoted to the brand," commented Renee Ryan, vice president of marketing at Maesa.
Maesa brought in Mendes as creative director for the CIRCA line.
"I’ve been involved with the beauty industry for a long time and wanted to help create a cosmetic line that could reach a wide variety of women. When Maesa approached me, I knew that opportunity had arrived," Mendes stated. "As a Latin woman, it was important to me that we create a line of products that work for all women and is accessible without compromising quality."
