Dive Brief:

• Walgreens will begin its pursuit of the multicultural market with the introduction of Circa, an exclusive full line of women’s beauty products to be sold at affordable prices.
• The chain is working with cosmetics company Maesa to create premium products in the eye, lip, and face categories. Actress and creative director Eva Mendes will help lend the brand an aura of classic Hollywood glamor. 
• The 133-SKU Circa line will debut in late February at top-performing Walgreens stores, Walgreens.com, and Drugstore.com. 

Dive Insight:

Walgreens is looking to bring in more customers from muticultural backgrounds with the launch of an exclusive beauty brand. With 133 SKUs in the eye, lip, and face categories designed for a range of skintones, Circa will appeal to the fastest-growing consumer segment, U.S. Hispanics, and women of other ethnic backgrounds.

Beauty company Maesa is developing formulations, and as creative director for the brand, Actress Eva Mendes will lend her beauty expertise and name recognition to Circa. Walgreens is planning a nationwide rollout for Circa this month, underlining its commitment to the development of proprietary brands.