celebrity brandcasting

More Barrymore: Actress Launches Her Own Wine Label and Cosmetics Brand

Posted by Mark J. Miller on January 17, 2013 01:20 PM

Meet Drew Barrymore, the expanding solo retail brand.

The 37-year-old actress, who has spent her lifetime performing, announced this week that she has undertaken lines of wine and cosmetics.

"I just want to do the things that you actually do in life, which is drink wine and play with makeup," she told OK! magazine in an interview posted Thursday. "It took years... to make both of these brands."

Barrymore Wine, which launched itself with a Pinot Grigio, was created to honor her family, she said on the label's website.  In promotional copy highlighted by Buzzfeed, she pokes fun at "Real Housewives of New York" star Ramona Singer, who has also launched a Pinot Grigio: “Move over Ramona Singer, you’re so yesterday’s news… let the “Real” Stars, not reality stars, show you how to drink Pinot Grigio!”

The wine is available at select stores and restaurants, while the fit-for-Hollywood-royalty logo (designed by street artist Shepard Fairey) incorporates the Barrymore family crest, was described by The Dieline blog as a "modern take on a vintage theme."

Barrymore first appeared at age 4 in 1980 with William Hurt in “Altered States.” Two years later, she charmed her way through “E.T.” She has prior struggles with alcohol and drug addiction.

Barrymore has also teamed up with Walmart and Maesa to create Flower, which a release describes as “an exclusive cosmetics line custom formulated with the same quality ingredients found in department store luxury brands, but sold draft for a fraction of the price.”

The line will have more than 180 eye, face, lip and nail products ranging from about $5 to $14, and is expected to be available in more than 1,500 Walmart stores and on Walmart.com by the end of January.

Barrymore spent part of the past six years working with P&G's CoverGirl brand as the creative director of her own makeup line. The name also echoes Flower Films, the production company that the actress and director launched in 1995.

"I have grown up in a make-up chair,” Barrymore said in a press release. “I loved watching women in this aspirational environment.  But it was and always will be important to me to send messages of empowerment.  And on a business level, I wanted to give women the finest formulas.  They deserve to have that level of quality, and I wanted to be the brand that delivers that to them."

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