NEW YORK — Walgreens Boots Alliance has launched CYO Cosmetics, a new, exclusive makeup collection targeted at younger women.
WBA said Tuesday CYO offers 160 “hyperfunctional” cosmetics products for the face, eyes and lips at a price point that “encourages exploration and experimentation.”
“CYO is challenging the norms of how beauty products are used. We’re giving makeup a shake-up,” Lauren Consiglio, Americas category director overseeing CYO Cosmetics, said in a statement.
The CYO line includes eye shadows that can be used wet or dry for different effects; highlighting creams that can be mixed or layered for shimmer, and blushers that “pull double-duty,” the company said.
Daily makeup essentials and on-trend products in the CYO collection also include two-in-one lipstick and lip liners; highly pigmented metallic eye shadows; illuminating mixing creams to use under, over or mix with foundation; and dual-ended highlight and contour sticks to sculpt and define.
Available at select Walgreens stores and via Walgreens.com, CYO Cosmetics products carry suggested retail prices of $3.50 to $7.50.
WBA said it’s leveraging #MIXLAYERHACK to highlight the CYO collection’s versatility, emphasizing to shoppers that they can mix, layer and “hack” their look.
“We’ve created an edgy line that doesn’t break the bank and goes beyond your typical beauty boundaries,” Consiglio added. “This is for the new generation of beauty lovers who want to create and recreate the many versions of themselves. We’ll never say ‘do this’ or ‘look like that.’ Instead, we’ll produce high-quality, functional products that let them experiment and have fun.”