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Exclusive makeup line exemplifies innovation in beauty.

DEERFIELD, Ill. -- Walgreens this year launched Circa, an exclusive line of professional color cosmetics, in collaboration with Eva Mendes. The 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 at affordable prices. The nationwide rollout supports Walgreens' desire to increase accessibility to well-priced, diverse specialty beauty offerings.

Circa celebrates nostalgia and romance with its custom packaging. With an extensive range of both trend-driven and timeless shades, Circa products have been designed to be a go-to brand for women of all ethnicities.

Mendes is working with Walgreens and manufacturer Maesa to help craft the marriage of classic Hollywood style and market-leading formulations.

"I've been involved with the beauty industry for a long time and wanted to help create a cosmetics line that could reach a wide variety of women," said Mendes, creative director for Circa. "When Maesa approached me, I knew that opportunity had arrived.

"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 product portfolio includes offerings across the eye, lip and face categories, with 133 SKUs in total.

"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, Walgreens' group vice president of personal care and beauty. "This collaborative cosmetics line is bringing the Walgreens shopper the slice of luxury she's looking for at a price point she values."

A creator and manufacturer of exclusive beauty brands, Maesa is pioneering a new era of prestige products at mass. Renee Ryan, vice president of marketing at the company, 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. Once people start using the products, they will be amazed with the quality and become devoted to the brand."

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Title Annotation:State of the Industry: the Chains: Walgreens Boots Alliance
Publication:Chain Drug Review
Date:Apr 27, 2015
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