The Tribune Democrat, Johnstown, PA

Business

March 2, 2013

DAVE MASTOVICH | Who ‘owns‘ Drew Barrymore?

— We relate to certain athletes and entertainers as being “ours” because they came of age at the same time we did.

Drew Barrymore, who recently celebrated her 38th birthday, is one of those celebrities that multiple age groups call their own. People in their 20s, 30s, 40s and even 50s can make the case she is “theirs” (or maybe that she’s not, depending on perceptions).

Barrymore’s first big time role was in “E.T.: The Extra Terrestrial” in 1981, when she was only 6. She played another high-profile role two years later in “Firestarter.”

After a rough patch in the late 1980s and early 1990s, she went on a run, starring in movies like “The Wedding Singer,” “Riding in Cars with Boys” and “Charlie’s Angels” from 1995 through 2000.

During this century’s first decade, she became one of the highest paid actresses, commanding $10 million per film for box office hits such as “50 First Dates” and showed off her marketing skills as co-creative director for Proctor & Gamble’s Cover Girl.

Recently the actress, producer and director launched her own makeup and beauty brand called Flower, with 181 products including eye shadows and nail polishes priced from $5 to $14 sold exclusively at Wal-Mart.

“We wanted something special. We were not interested in a trend, a celebrity brand that wouldn’t last,” said Carmen Bauza, vice president of beauty and personal care for Wal-Mart U.S. “We want this to be here and be here for a long time.”

Wal-Mart needed a celebrity partner with a long-lasting image. The Drew Barrymore name and brand are recognized by multiple generations. The retailer also wanted someone who understands how to create memorable messages and promotions. Barrymore has the track record there, too.

Whether she’s “theirs” or “yours,” it’s safe to say Drew Barrymore has built a powerful brand during her 30-plus years of celebrity. And she shows no signs of slowing down just yet.

Happy birthday, Drew.

Which decade has your favorite Drew Barrymore moment?

The 1980s with “E.T.” and “Firestarter?” The 1990s with “The Wedding Singer” and “Charlie’s Angels?” Or the 2000s with “50 First Dates?” Email your choice to DrewBarrymore@massolutions.biz.

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