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Walmart’s Newest Beauty Launch: A Digitally Native Cosmetics Line

Model Coco Rocha is said to be collaborating on the premium direct to consumer brand.

Walmart is Planning a Luxury Digitally
Coco Rocha is collaborating with Walmart on CO Squared.

Walmart will offer a new digitally native cosmetics called CO Squared. Those familiar with the launch said the company has partnered with model Coco Rocha for the premium direct to consumer cosmetic brand. She is said to be very hands on from product development to packaging design and the logo was inspired by her name with the concept being multiple looks that can incorporated into women’s  daily lives. Beyond her exposure as a model, she has a large social fan base, including more than 1.2 million followers on Instagram.

CO Squared is expected to include some of the fastest-growing categories in beauty such as primers and color correctors. While no details are available on pricing, Walmart’s sells beauty at much higher tickets than Walmart with premium lines such as La Prairie and Dior. CO Squared will be sold on its own site which industry observers believe will offer the opportunity to create an upscale environment.

The company has been busy with news this week, announcing new apparel as well as an online luxury mattress and bedding line called AllswellHome.  The two launches are the first digitally native brands the company has developed internally.

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