Expanding its retail footprint, Drew Barrymore’s Flower Beauty cosmetics brand launched across more than 3,000 CVS Pharmacy stores and cvs.com on Oct. 22.
Given CVS’ staunch focus on elevating better-for-you, trendy products, Drew Barrymore’s celebrity-backed, cruelty-free and female-focused beauty brand is a fitting partner for the drugstore chain and one worthy of prime merchandising support and marketing enthusiasm.
CVS’ assortment from the brand currently spans 44 products (some available only in stores), including foundation, lip stains, primer and eyeshadows ranging in price from $8.29 to $16.99 (though prices may vary in stores). The retailer has additionally received a number of exclusive SKUs.
The actress turned daytime talk show host tied in to the designation of Oct. 22 as “National Color Day” to announce the brand’s launch at CVS during The Drew Barrymore show airing on CBS. The segment was also shared via Barrymore’s social media, and CVS reshared from its CVS Beauty Instagram and Facebook accounts. Influencer outreach and multiple other social media updates from CVS Beauty and Barrymore have also supported the launch.
In stores, a dedicated, account-specific endcap outfitted with metallic-pink side panels merchandises the assortment and depicts a digitally unaltered image of Barrymore herself. On the day of the launch, Barrymore visited a CVS in Manhattan for a photo-op next to the new, fully stocked endcap. Select locations, including a store in Manhattan, decked out their windows and revolving doors in colorful clings that depict Barrymore and employ a '70s theme for the brand.
Meanwhile, on cvs.com, a leaderboard ad on the Shop page dangled a “buy one, get one 50% off” deal for ExtraCare loyalty members for one week only. A “Shop Now” button linked to an e-commerce page corralling product from the brand, which doesn't yet have a dedicated brand showcase within cvs.com, though that can be expected at some point. Multiple circular features have also highlighted the brand and its arrival.
Barrymore founded Flower Beauty eight years ago with the goal of providing safe, affordable products focused on empowering women. Manufactured by Maesa Group, the brand initially launched exclusively at Walmart in 2013 before expanding to Ulta in 2018. The brand is now also available at a number of other retailers including Kroger and Amazon.
NOTE: To view more images from this launch, visit p2pi.org. Path to Purchase Institute members have access to nearly 3,800 images and 550 articles of marketing and merchandising activity at CVS Pharmacy as well as a full Retailer Profile outlining the chain’s operations and strategies.