As far as business goes, films are not Eva Mendes’ top priority right now.
Besides her newborn Esmeralda, the actress is dedicating her time to Circa, a color cosmetics brand owned by Maesa Group that will enter 3,000 Walgreens doors at the end of February.
“Anything that I needed, I got from a drugstore as far as beauty was concerned,” said Mendes, who acts as the face and creative director of the brand.
With Circa, Maesa and Mendes are committed to touting a professional makeup line at mass, something they both deemed white space in the drugstore market. While brands like Sonia Kashuk and NYX have products with payoff in pigment similar to those in the professional market, Scott Jared Oshry, chief marketing officer at Maesa, believes Circa products deliver on wearability and rich pigmentation.
Oshry added that a lot of professional brands are coveted by the Hispanic and Latina market and by 2020, one in every five shoppers will be of Hispanic descent. “I’m not saying that this is a Hispanic line,” Oshry said. “By positioning [Circa] at Walgreens, we’ve opened the door to the shopper that is looking for that [professional] experience on every street corner.”
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“Because I’m Cuban-American, it was really important to me to have colors that service all types of ethnicities,” noted Mendes.
The collection, which includes 133 stockkeeping units, is inspired by old Hollywood glamour. The line consists of a 10-sku foundation, a dual-ended mascara and a lip and cheek stain, among others. Also, in 2016, Circa will unveil brushes and cosmetic bags.
The products are housed in rectilinear black and glass lacquered packaging and finished with antique gold. The items will be displayed on custom fixturing featuring an image of Mendes.
To that end, the line will be promoted via social media and will include in-store appearances from Mendes.
To amp up the professional positioning, Circa will have a portal on its Web site for makeup artists where they can purchase products at a discounted price.
“We wanted to make sure that this had mass appeal to the general market,” said Shannon Curtin, group vice president and general merchandise manager of beauty and personal care at Walgreens.
In regards to the price point, which is valued from $8 to $15 and seems to be a bit high for a drugstore brand, Curtin noted, “If you think about the price across all retailers, they’re blurred. With innovation comes a command of a different price point and that’s where the value relationship is really important to have.”
Although executives wouldn’t talk financials, industry sources estimate that Circa could do $13 million to $15 million at retail in its first year on shelves.
Meanwhile, Mendes is still figuring out how to balance her new career.
“I have no idea [how I balance my career and motherhood],” she said. “It’s a little premature to comment on that. Ask me in a few years.”