NEW YORK — Walgreens Boots Alliance (WBA) held a launch party for its new CYO Cosmetics makeup line targeted at Generation Z shoppers.
The event featured makeup stations where beauty influencers were invited to a get makeover from leading makeup artists.
CYO Cosmetics made its debut in select Walgreens stores and on Walgreens.com in late August. The line offers 160 “hyperfunctional” cosmetics products for the face, eyes and lips at a price point that “encourages exploration and experimentation,” the company said.
Mina Kim, senior marketing director of beauty and cosmetics at WBA, said that CYO was created specifically for the 19 to 24 age demographic.
“This age group demands versatility and loves to experiment with their looks with different products,” Kim said. “This new portfolio has been developed with direct feedback from the very makeup mavens for whom the brand was created for. CYO reflects the brand’s philosophy to ‘give women the tools, not the rules.’ “
Kim said WBA is using #MIXLAYERHACK to highlight the CYO collection’s versatility, emphasizing to women that they can mix, layer and “hack” their look. WBA plans to introduce more products to line early next year, she added.
With items ranging from $3.50 to $7.50, the CYO collection includes eye shadows that can be used wet or dry for different effects, highlighting creams that can be mixed or layered for shimmer, blushers that “pull double duty” and other products designed for “ultimate self-expression,” the company said.