Eva Mendes is truly a versatile person and this shows in her new, affordable beauty line called Circa. The line was presented in a – drugstore! Yes, Mendes has taken the high-maintenance look to the streets and made it reachable for almost every woman, with prices ranging from USD 8 to USD 15.
Mendes was all the rage in a New York Duane Reade store, where she had to be taken to a private room away from camera phones while her cosmetics line was showcased on the premises, just feet away from the paper-towel aisle.
The cosmetics line promises high quality despite low prices. Mendes said, commenting on her line, that cosmetics should be available to everybody. She wants to offer women around the world the opportunity to use near-professional cosmetics without the unnecessary cost. The company’s marketing strategy is relying on the feedback from stars, which looks a lot like the strategy used by Drew Barrymore’s Flower Beauty line. That is not without a reason – the two lines belong to the same parent company.
While working on the project with a professional team, Mendes was inspired by past classics. One of them is Benefit’s stain Benetint. She said she practically lived on the product for a while, together with tacos.
Mendes thinks it is not a must to wear make up every day. She thinks of it as enjoyable. She likes the power that makeup has when it transforms ordinary faces into glam-bursting icons. That is exactly what she is offering to her clientele.