Walgreens Launches Beauty Collab With Eva Mendes – CIRCA

Eva Mendez - walgreensDeerfield, Illinois-based drugstore Walgreens in collaboration with Eva Mendes, announced late last week the launch of CIRCA, an exclusive line of professional color cosmetics.  The line created by Maesa 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 nationwide launch supports Walgreens desire to increase their selection of diverse, specialty beauty offerings.

A reflection of timeless beauty and classic elegance, CIRCA celebrates nostalgia and romance in its custom packaging. With an extensive range of both trend-driven and timeless shades, CIRCA products have been designed to work across a variety of skin tones, making it appropriate for all ethnicities.

CIRCA - Walgreens“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,” said 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.”

The exclusive brand includes offerings across the eye, lip, and face categories, with 133 SKUs in total. CIRCA will launch in top-selling Walgreens beauty doors nationwide, as well as Walgreens.com and drugstore.com, starting in late February.

“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 vice president, 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.”

Renee Ryan, vice president of marketing at Maesa, says of the line, “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. I know that once people start using the products they will be amazed with the quality and become devoted to the brand.”

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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.