Actress and Entrepreneur Drew Barrymore appeared at last week’s LuckyFabb blogging conference in Los Angeles. Why does an acclaimed actress and Hollywood producer take the stage to talk to a group of women bloggers you might ask? Well, the big reason is to get the word out about her new venture, a cosmetics line called Flower Beauty. Her appearance set off hundreds (616 to be exact) of Tweets in the space of an hour as the bloggers attending and the @LuckyMagazine Twitter account tweeted out Ms. Barrymore’s every soundbyte from her onstage interview with Lucky editor Brandon Holley. So why does an acclaimed actress decide to market cosmetics and sell them at low-price leader Walmart?
“I wanted to give women department store quality at a mass retailer price. Women deserve that!, ” noted Ms. Barrymore with appropriate entrepreneurial passion. According to the Flower Beauty website, the brand will not pay for advertising. “Where other beauty brands spend a vast percentage of the cost of their products on ads, we do not. Drew, as an owner of the brand, takes pride in promoting Flower, which in turn allows us to put all of our resources into the formulas and packaging, and not into advertising.“ That makes Social Media a great vehicle for spreading the word about Flower Beauty.
Ms. Barrymore told the packed room of bloggers that she started working on her cosmetic line when she was pregnant and felt inspired and creative. As a veteran of films, used to enduring being made up by the film make-up artist from an early age, Ms. Barrymore has had plenty of time to learn about how to use make-up to look her best. With a new baby at home, now maybe the perfect opportunity for her to branch out of the film world and run her own business. Previously, Ms. Barrymore was a spokesperson for Covergirl cosmetics. Although Ms. Barrymore described herself as a private person, she is stepping out in the public eye to promote her brand.”The time is now,” she told conference attendees. “So let’s get it on!”
Flower Beauty features over 180 products for face, eyes, lips and nails including Petal Kiss lipstick, So Gladiola lipstick and Skincognito concealer all priced below $15.00. The products were released earlier this year and there are many reviews of them on website Make-Up Alley and the Walmart website. Reviews of the products vary with some consumers not liking the formula for the lipsticks, although the powders and nail polishes have high marks.
Although Ms. Barrymore is a charismatic and charming pitch woman and she offered the Luckyfabb attendees samples of the products via the conference swag bag. The products were displayed at the conference cocktail party and she was on hand for picture taking. Of the products I have, the Flower Tinted Moisturizer has a creamy texture, applies evenly but lacks SPF. The Flower Extreme Measures Lengthening Mascara seems like a good deal, since it is priced at approximately $7.00, and does have a contoured bush for easy application. All the products are cruelty-free, meaning they are not tested on animals, which is a big plus.
In response to an audience question, Ms. Barrymore did promise to develop a review page on her Flower Beauty website to so that consumers and bloggers could share their reviews and comments on her make-up along with a link to their websites or blogs. Have any of you tried Flower Beauty? What do you think of it?