Salma Hayek is set to replace the color cosmetics segment of her Nuance brand with 37 new products, due to be rolled out to some 5,000 CVS pharmacies in March, according to a report published in Women’s Wear Daily (WWD).

The new line-up includes eye shadows, a cream concealer, moisturizing lipstick, brow pencil, cream illuminators and shadow sticks, all repackaged and reformulated to better tie in with Nuance’s successful treatment range.

CVS/Pharmacy has high hopes for the new exclusive make-up range, which true to Nuance’s USP is formulated with anti-aging and skin care ingredients. Nuance Salma Hayek is currently number one among CVS’ exclusive brands and analysts are predicting sales in the region of US$12 million in the first year for the new color cosmetics line.

“The platform that took off earliest was face care,” Cia Tucci, Vice President of Store Brands and Quality Assurance at CVS/Pharmacy told WWD. “We spent a lot of time in that space. We need to spend that same time on the cosmetics line and bring that really special part of Salma’s story – the ingredients piece – to the cosmetics line.”