Wal-Mart Stores Inc is rolling out a new line of cosmetics by Hard Candy, hoping to dazzle shoppers with glitter eye shadow and volumizing mascara by a brand that is sold at more upscale retailers, like Sephora.
At a launch event held on Tuesday in the penthouse suite of Manhattan's trendy Bryant Park Hotel, Wal-Mart showcased the line, which will be introduced in 3,000 of its U.S. stores in September. It will be rolled out internationally next spring.
The new line is being made specifically for Wal-Mart.
The cosmetics will range in price from $5 to $10, or $6.40 on average, and are designed to appeal to 18- to 35-year-old women who are looking to have fun with their makeup.
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