STAR BLAZING: More than just a pretty face, Drew Barrymore is apparently out to prove that she can create and market cosmetics, as well as wear it on camera. Since 2007, she has been a face of Procter & Gamble’s Cover Girl. But according to reports circulating in the market, the star’s P&G contract will end in January, and she intends to strike out on her own. Barrymore reportedly has created her own makeup line that will be retailed at Wal-Mart exclusively. Sources say she has been collaborating with the Italian-based Intercos, the leading supplier of color cosmetics, makeup and skin care. Not only is this the actress’ first foray into beauty marketing, but industry sources speculate that the project will be the first full makeup brand developed from scratch exclusively for Wal-Mart.
A spokeswoman at P&G said Barrymore “continues to be a Cover Girl,” without saying when the contract is due to end. “As a rule, we don’t discuss the details of our contracts with our celebrities and ambassadors,” she said.
This story first appeared in the October 29, 2012 issue of WWD. Subscribe Today.
Barrymore couldn’t be reached for comment. She has had more than a passing involvement with beauty. When she signed on with Cover Girl in April 2007, she not only was cast as the brand’s face but also took a leading role in producing the television campaign as its co-creative director. Prior to that, she worked for Lancôme with makeup artist Gucci Westman.