02.09.15
Eva Mendes (shown above) has partnered with Walgreens and Maesa to develop and launch her own line of professional color cosmetics - Circa.
Mendes is the face of the brand, and its creative director. Maesa manufactures the packaging, and the brand is exclusive to Walgreens. The packaging (shown above) is square, and black - with gold accents.
Circa was developed to appeal to multicultural consumers, with shades designed to work across the lightest and darkest of skin tones. The product line up includes the use of high-performance formulations and rich pigments, at an affordable pricepoint.
The product portfolio includes offerings across the eye, lip, and face categories, with 133 SKUs in total. The line will launch in top-selling Walgreens beauty doors nationwide, as well as Walgreens.com and drugstore.com, starting in late February.
Shannon Curtin, group vice president, Walgreens personal care and beauty, commented:
"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. This collaborative cosmetics line is bringing Walgreens shoppers the slice of luxury she's looking for at a price point she values.”
Maesa says it is pioneering a new era of prestige products available at mass. Renee Ryan, vice president of marketing at Maesa, explained: "Building Circa was incredibly rewarding, the ability to work with Eva Mendes along with our own team to build such amazing formulas and gorgeous packaging was a true privilege.”
More About Walgreens in our Online Exclusive: Ulta & Walgreens Execs Reveal Digital Strategies in Beauty Retailing
Mendes is the face of the brand, and its creative director. Maesa manufactures the packaging, and the brand is exclusive to Walgreens. The packaging (shown above) is square, and black - with gold accents.
Circa was developed to appeal to multicultural consumers, with shades designed to work across the lightest and darkest of skin tones. The product line up includes the use of high-performance formulations and rich pigments, at an affordable pricepoint.
The product portfolio includes offerings across the eye, lip, and face categories, with 133 SKUs in total. The line will launch in top-selling Walgreens beauty doors nationwide, as well as Walgreens.com and drugstore.com, starting in late February.
Shannon Curtin, group vice president, Walgreens personal care and beauty, commented:
"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. This collaborative cosmetics line is bringing Walgreens shoppers the slice of luxury she's looking for at a price point she values.”
Maesa says it is pioneering a new era of prestige products available at mass. Renee Ryan, vice president of marketing at Maesa, explained: "Building Circa was incredibly rewarding, the ability to work with Eva Mendes along with our own team to build such amazing formulas and gorgeous packaging was a true privilege.”
More About Walgreens in our Online Exclusive: Ulta & Walgreens Execs Reveal Digital Strategies in Beauty Retailing
