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Walgreens introducing new beauty brand


The introduction later this month of an exclusive new beauty brand backed by a high profile celebrity is seen broadening Walgreens' appeal with a key shopper segment.

Walgreens has teamed up with actress Eva Mendes and beauty company Maesa to launch a multi-cultural beauty brand called Circa. The nationwide launch supports Walgreens' desire to increase accessibility to well-priced, diverse, specialty beauty offerings and reflects its commitment to owned brands.

“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,” said Shannon Curtin, group VP, Walgreens personal care and beauty. “This collaborative cosmetics line is bringing Walgreens shoppers the slice of luxury she’s looking for at a price point she values."

The 133-SKU assortment appeals to the varying needs of a multicultural market, with shades designed to work across the lightest and darkest of skin tones, through the use of high-performance formulations, rich pigments and innovative technologies offered at more affordable prices. The product portfolio includes offerings across the eye, lip and face categories.

Circa will launch in top-selling Walgreens beauty doors nationwide, as well as and, starting in late February. Mendes is working with Walgreens and Maesa to help craft the marriage of classic Hollywood style and market-leading formulations, making Circa the only brand of its kind to be sold at Walgreens or any other drug store retailer.

“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,” stated Eva Mendes, creative director for Circa. “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.”

As further testament to Walgreens' commitment to invest in brands that help differentiate its beauty offerings, Nonie Creme, the former founding creative director at butter LONDON, recently announced the launch of her new Nonie Creme Colour Prevails cosmetics collection at Walgreens.

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