Walgreens targets young beauty fans with new CYO makeup range

Walgreens Boots Alliance is targeting younger makeup fans with the launch of a new cosmetics collection called CYO.

A 160-piece collection for eyes, lips and face, the new line is designed to "unleash the fun, playful and creative makeup maverick within", encouraging experimentation through mixing and testing out its various textures and effects. Products include eyeshadows that can be applied wet or dry, metallic eye colors that double up as festival face paint, illuminating creams that can be blended with foundation, and dual-ended highlight and contour sticks, all of which were tested and approved by the demographic Walgreens is targeting.

"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," said Lauren Consiglio, Americas Category Director overseeing CYO Cosmetics.

Walgreens is the latest of several retailers to cater specifically to younger generations when it comes to makeup -- in 2014, Estee Lauder launched its (now discontinued) millennial-focused Estee Edit brand, while there has also been a rise in young beauty influencers fronting campaigns for brands such as CoverGirl, Marc Jacobs and Maybelline.

CYO is now available at select Walgreens stores and walgreens.com, priced from $3.50 to $7.50.