Walmart Launches Exclusive Drew Barrymore Fragrance

Flower FrontWalmart and actress, screenwriter, producer, model and author, Drew Barrymore have decided to extend her popular exclusive private brand beauty line “Flower” beyond color cosmetics to a new line of fragrances: Cherished, Radiant, and Sultry.Flower3

The Flower collection of fragrances will be available beginning October 2014, in all US Walmart stores and

Cherished reflects morning, because it offers a blend of dewy notes, sparkling chords of blackcurrant leaves and buds, accompanied by Italian lemon in top notes. The heart introduces floral notes of iris petals, rose and lily of the valley, laid on the base of Tahitian vanilla, pure cotton, musk, and creamy sandalwood. The composition is inspired by the nuzzling nature of the time a woman is with her and her family in her home.

Radiant opens with green, dewy cords of sparkling Italian bergamot and water molecule Calone, supervened by chords of rose, pink peony and magnolia. The base unites crystal musk, pink amber and white wood. The fragrance carries a sense of enthusiasm and it is created with the intention to “lift you up.” The composition promises invigoration and joy throughout the day.

Sultry is made from the fusion of plum, pink pepper and cranberries, which lingers above a heart of night blooming jasmine, succulent blackberries and cashmeran. The base provides depth and warmth to the composition, blending patchouli, vanilla from Madagascar and musk. The fragrance is associated with nightlife and romantic moments.

As Drew Barrymore explains, the scents are somewhat similar and they can be worn together, while the perfumer Nilsen adds that they are like a symphony, which is composed of different movements that can be listened each on its own, or in the context of the whole symphony, when all moments work together.

flower fragrance 2The fragrances are available as 15 ml and 30 ml Eau de Parfum, accompanied by roller ball editions for purse or travel. The bottles are made of colored glass and crowned by rose-shaped stoppers. Each of them is designed in accordance with the emotions and the time of day it conveys: Cherished is made of milky white glass, Radiant from pinky-gold glass, and Sultry arrives in a dark purple bottle.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.